Victoria's Secret Changes Controversial 'Perfect Body' Slogan

Lingerie company changes its controversial ad after social media uproar.

ByABC News
November 6, 2014, 1:25 PM
Victoria's Secret ad "A Body For Every Body."
Victoria's Secret ad "A Body For Every Body."
Victoria's Secret

— -- After a marketing campaign erupted into a social media firestorm last week, Victoria's Secret has changed the slogan that many found offensive.

The company caused controversy when it used the words "The Perfect 'Body'" in an ad for its Body by Victoria lingerie. The photo that accompanied the slogan featured 10 models, several with visible ribs. The ad launched a petition and sparked social media outrage.

While the same photo is still in use, now the words scrolled across read "A Body for Every Body."

It's not clear, however, whether the slogan was changed specifically because of the social media uproar or the petition. Victoria's Secret did not immediately respond to ABC News' request for comment.

PHOTO: The Perfect Body by Victoria's Secret.
The Perfect Body by Victoria's Secret as it originally appeared.

The petition has almost 30,000 signatures so far.

One of the petition's creators, Frances Black, told ABC News that the new wording sends out a "much less damaging message to young women." But she's not ready to rest.

The three creators of the petition -- Gabriella Kountourides, Laura Ferris and Frances Black -- issued a joint statement saying the change of the slogan wasn't enough.

"We are overjoyed that Victoria's Secret have listened to the public and changed the wording to 'A Body for Every Body', as we feel that this sends out a more inclusive, healthy message. However, we are still waiting for Victoria's Secret to apologise and pledge that they will not use such harmful marketing in the future, as we do not feel it is enough for them to just change the wording. We would also like them to change all advertising in their stores that still bears the text 'The Perfect 'Body''. As such, we will continue promoting the petition and the campaign."