Victoria’s Secret has heard your cries. After sparking protests with the new “Perfect Body” campaign, the lingerie giant has transformed its message.
Courtesy Victoria’s Secret
The new slogan — “A Body for Every ‘Body'” — has replaced the original “The Perfect ‘Body'” tagline on Victoria’s Secret website. The ad (for the latest Body by Victoria line) still features the same super-slim models with the sub tag, “Perfect Fit. Perfect Comfort. Perfectly Soft.” Victoria’s Secret has yet to make an official statement about the change.
British students Frances Black, Gabriella Kountourides and Laura Ferris, who started a Change.org petition in response to ads, have released a statement about the change.
“Amazing news – Victoria’s Secret have changed the wording on their website from ‘The Perfect ‘Body” to ‘A Body For Every Body.’ This is amazing news! We were not notified by Victoria’s Secret or the press about this, we found it out ourselves,” they wrote on the petition site.
However, they’re still hoping to see a shift in the brand’s marketing strategy, adding, “The campaign is NOT over! We still want them to change all of the posters in their stores, apologise and pledge to not use such harmful marketing in the future. So let’s keep spreading the word!”
The movement caught a lot of momentum on Twitter, inciting the hashtag #iamperfect and generating people to share photos promoting positive, realistic body image.
What do you think of the brand’s new slogan? Did Victoria’s Secret make the right decision? Should the label rethink future campaigns? Share your thoughts below.