The Body Shop launched a ad campaign in 1998 to chant on the pudgy plastic doll “Ruby”. Ruby image was supposed to betray the average women size and the celebration of age.
According to co-owner Anita Roddick, “In 1998, The Body Shop debuted its self-esteem campaign, featuring the generously proportioned doll we dubbed “Ruby.” Her rubenesque figure graced windows in The Body Shop windows in the UK that year, along with our slogan, “There are 3 billion women who don’t look like supermodels and only 8 who do.” She went on to appear in stores in Australia, Asia, and the United States, where she captured the imaginations of consumers weary of the rail-thin heroin-chic of the beauty industry’s advertising messages.”
Today, THE BODY SHOP name is owned by Loreal and they are attempting to bring “Ruby” back to raise awareness of the average women size
Would you like to see “Ruby” back with a modernize twist?
Photos Courtesy of THE BODY SHOP
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