Actress and body-positive activist Jameela Jamil is at it again, calling out global beauty giant Avon for their latest campaign promoting their cellulite cream; Smooth Moves Naked Proof and we love her for it.

The ad features a happy young woman in underwear with the words “dimples are cute on your face (not on your thighs).”

Jamil shared the campaign image with her followers, on both Twitter and Instagram, with a caption that directly called out the beauty brand for shaming women into thinking cellulite is bad.

In an age where we’re constantly surrounded by media that promotes a skewed view of ‘perfection,’ the last thing we need is propaganda that makes us feel that something as normal as cellulite (that affects 80 and 90 percent of women at some point in their lives) is a defect we need to fix.

As Jamil tweeted and put it oh so eloquently;

“And yet EVERYONE has dimples on their thighs, I do, you do, and the CLOWNS at @Avon_UK certainly do. Stop shaming women about age, gravity and cellulite. They’re inevitable, completely normal things. To make us fear them and try to “fix” them, is to literally set us up for failure.”

The social posts garnered significant media attention, prompting Avon to remove the ad’s messaging and directly responding to Jamil’s outcry admitting that they “missed the mark” with their messaging.

The British actress who founded the I Weigh campaign “to change the conversation around how women define their self-worth,” has been powerfully vocal, challenging the impossible standards of physical beauty bolstered by the media and entertainment industry.


🌈 Top tip for removing negative messaging on Instagram is to unfollow the ‘influencers’ that make you feel sad 🌈 Instead lets be inspired – Follow community groups, charities, activists, environmental groups. Let’s promote self expression, being healthy to the best of our abilities and helping one another and our earth! Love this artwork by @nataliebyrne #iweigh #lifepositivity #positivevibes #positivequotes #feminist #beauty #selflove #mondaymotivation

37.9k Likes, 252 Comments – I Weigh (@i_weigh) on Instagram: “🌈 Top tip for removing negative messaging on Instagram is to unfollow the ‘influencers’ that make…”

Before moving to Los Angeles, Jamil worked as a radio host for the BBC, and gave a speech about her experience with body shaming at the Body Confidence Awards in London in 2014: “By some miracle, it came out that I had managed to gain 200,000 listeners, almost, on my show [the BBC Radio One Chart Show]. But on that same day, the papers decided to ignore the fact that happened and instead, ran a wonderful piece about the fact that I had gained not 200,000 listeners on my show, but instead two dress sizes. I realised in that moment with crystal clarity that my entire worth as a broadcaster, but more importantly as a woman, was being measured just with a weighing scale and it was so incredibly frustrating.”

We look forward to watching this space and the future of the I Weigh movement.

Image: Getty