It made me sad because I happen to like this brand. I have been to their spas and bought some of their products. When they started, they were a brand that was focused on making women feel good, and good about themselves. They have lost their way.
At first I thought it was some sort of joke, like an SNL skit. I want to know what product team thought this up and in what universe all the sign-offs required to launch a product allowed this to happen. It is 2013, kiddies. Are we still doing this crap? Ummm… I guess that would be a yes. On their site they state:
to sculpt a six-pack, you need to exercise and eat healthy —but to help you in your quest for a covetable core, we developed this tummy-toning gel.
SERIOUSLY?! Shame on you, Bliss. Perhaps you should read these statistics on eating disorders. Maybe if you thought about the up to 24 million people in the US suffering from eating disorders, you might reconsider this thinking.
This makes me sad. On a monumental level. Are we still doing this crap?!! (sorry, I know I said that already) But I have spent 24 years raising a fabulous daughter. One of the few of her generation who has a really great relationship with food (when did that term start) and a healthy body image. She eats well, works out and I trust she would be as disgusted by this as I am. I simply do not understand why a solid, popular women’s brand would market such a thing. And sadly, it is on the best-seller page of their site. I cannot imagine why a woman would purchase this. I thought we were done with this nonsense.
Which leads me to my favorite brand campaign and renewed faith in smart marketing. Dove. They have been continuously committed to women’s self esteem. They are working towards lifting women up. Their latest campaign is real, moving and the sort of thing that women in 2013 should expect. It focuses on the difference between the way we see ourselves, and the way others see us. I cannot count the times I have told beautiful friends who are beating themselves up about aging that I wished they could see themselves as others do. This campaign illustrates that sentiment perfectly. This is a brand I can respect. And, btw, one I have used for most of my life.
Watch this, feel good and don’t let Bliss bring you down. It seems the over 21 million people who viewed this video just might agree.