The following ads were part of the ‘Love Your Body’ campaign, whose underlying proposition was to challenge and stimulate public debate on female self-esteem and to position The Body Shop’s ethical policy in this context.
The implementation of these ads saw the use of a doll, in the proportions of the average woman, challenging perceptions, from the stick-like supermodels used in much advertising to icons such as Barbie and Sindy that many of the target audience had grown up with.
In the end, Barbies manufacturer Mattel sent The Body Shop a cease and desist order after posters featuring Ruby – a self proclaimed Anti-Barbie spokesperson started appearing in American shop windows. This banned advertisement was also forbidden to be hung up in the Hong Kong Mass Transit Railway. The complaints included her “nude and nippless figure” being exposed to the public which offended people in the US and China.