Victoria's Secret's latest campaign for "The Perfect Body" launched in Britain recently and quickly created a firestorm of controversy among those who feel the ads are contributing to unhealthy body image for women.
The ads feature women in bras and underwear, all extremely thin,
topped by the words "The Perfect Body," Fox News said.
Three British students took their outrage to Change.org to petition Victoria’s Secret to apologize and "take responsibility for the unhealthy and damaging message that their 'Perfect Body' campaign is sending out about women’s bodies and how they should be judged."
More than 11,000 people had signed the petition by Thursday afternoon.
"Every day women are bombarded with advertisements aimed at making them feel insecure about their bodies, in the hope that they will spend money on products that will supposedly make them happier and more beautiful," the petition site said. "This marketing campaign is harmful. It fails to celebrate the amazing diversity of women’s bodies by choosing to call only one body type 'perfect.'"
The campaign also generated a new social media hashtag, #iamperfect, that brings together the women and men who are offended by what the ad campaign implies.
Building on its marketing strategy "The Dove Campaign for Real Beauty," Dove took the opportunity to promote its version of the "perfect body."