Pi-Consulting

After decades of believing that “you can never be too rich or too thin”, women are at last challenging the second half of that precept. And marketers are supporting them in turning their backs on the waif-like physical ideal that fashion and the movie industry have demanded of the female form since the 1920s. Bosses at Anglo-Dutch consumer goods conglomerate Unilever have announced their corporate determination to celebrate a more generously-proportioned body shape. This year the firm issued an edict to its marketers that the only models to be used in advertising its products would be those with a healthy Body Mass Index, calculated as the proportion of body fat to other tissue. Unilever is already boosting the self-esteem of bigger girls with its “Real Beauty” campaign for Dove soap and personal care products, whose sales seem to have benefited from spontaneous uplift even when their models didn’t. Sources: WARC Bulletin, Pi.