Shaken & Stirred - Influential Brand Profiling and Positioning

Body image: Victoria’s Secret “The Perfect ‘Body'” campaign sparks #iamperfect movement

Does Victoria’s Secret have an obligation to send what some deem “the right message” to young girls? They are now under fire for a new ad campaign that features the slogan “The Perfect ‘Body.'”

The slogan, which refers to the retailer’s “Body” lingerie line, appears with images of Victoria’s Secret angels on the company’s website and in stores in the UK. The ads have prompted a widespread backlash online and inspired the hashtag #iamperfect on Twitter.

One comment .. Look who the message is coming from and give your heads a shake. They are a corporation trying to sell product any way they can. Don’t like the message, don’t buy it.

“There is a line between aspiration and thinspiration, and this campaign clearly oversteps the mark,” columnist Sarah Vine writes in The Daily Mail.  “As for their use of the word ‘perfect’, it’s not only offensive to the 99.9% of the female population who don’t share the models’ ‘perfect’ proportions, it’s also deeply irresponsible, if not downright cruel.”

More than 15,000 people have signed a petition calling on Victoria’s Secret to apologize and terminate the campaign.

“Victoria’s Secret’s new advertisements play on women’s insecurities and send out a damaging message” the petition says.

Here are some of the reactions from Twitter.