Boohoo’s self-confidence campaign urging people to ‘be the real you’ and ditch filters is blasted by shoppers who claim the images ARE filtered and the models’ faces are ‘full of fillers’
- Boohoo face critics after calling customers to love themselves while using filters
- The fast fashion brand launched ‘Boohoo Filter Free’ campaign on Thursday
- People online have hailed the strategy as ‘pointless’ and called the photos ironic
Boohoo has been slammed for appearing to use filtered images to promote its new ‘no filter’ campaign, urging customers to be ‘the real you’.
The fast fashion giant started its online ‘Boohoo Filter Free’ campaign last Thursday.
But a number of shoppers have criticised the images the e-retail giant was using to boost the campaign, alleging the photos have been filtered and that the models are not natural because they have fillers – although neither claim has been proved.
The initiative – which Boohoo hopes will eradicate ‘comparison culture’ – was blasted as ‘pointless’.
Boohoo has been slammed for ironically appearing to use filtered images to promote its new campaign calling for people to embrace their faces without filters
Photos of the models appeared to have been altered by use of filters while stating viewers should accept the ‘real’ version of themselves
Some of the photos of women shared by the brand seem to have custom effects with quotes about being ‘the real you’ edited on top.
Comparison culture is the phenomenon of social media users repeatedly comparing themselves to the filtered and curated versions of others.
A spokesperson said: ‘At Boohoo we believe in empowering you to feel confident in your own skin.
‘To help us support you, we’d like you to join us in our campaign to reduce comparison culture and eradicate filter abuse.
Boohoo shared the launch of the campaign on their Twitter account and asked their customers to ’empower’ themselves and shared statistics to prove how damaging the use of filters can be
Customers were offended by the multi-million pound business’ attempt to promote self-acceptance with filtered images
‘Did you know that 39 per cent of women compare themselves with women they think look pristine without effort?
‘And 58 per cent of women say that social media has changed how others view them and how they view others?’
The models and influencers enlisted to promote Boohoo’s campaign were accused of filtering their images and having too much ‘filler’.
Filler is a gel injected into different areas of the face – including lips, jaw and cheekbones – to change the shape and look of your features.
Taking to their Instagram page, Boohoo laid out a three-part instruction manual for customers to engage in their campaign
As well as thinking the brand had used filters in their campaign, people criticised the use of models with fillers
Boohoo reposted a number of the promotional images to its Instagram account alongside quotes about being ‘the real you’.
One quote was: ‘The real you is enough.’
Another read: ‘Comparison is just a distraction from your own glow-up.’
Customers were offended by the multi-million pound business’ attempt to promote self-acceptance with filtered images.
Jay Thuesen claimed: ‘You have used photos of girls that have filters!
Onlookers claimed the use of models with filters and fillers, while preaching the opposite would make people feel worse about themselves
‘What is the point? You have shared photos of girls with filters saying this is what girls look like without filters.
‘It only makes people feel worse about themselves and increases low self esteem and comparison culture.’
Another shopper added: ‘Please stop using models whose noses, jawlines and lips are full of filler.
‘Models should be filler-free too!
‘That will help to eradicate and reduce comparison culture.’
Kevin Slater said: ‘And yet when you look at the photos in their profile, it’s all photoshopped and filtered.
‘What’s the point of this campaign besides rubbing one’s ego?’
One customer branded the campaign as ‘pointless.’
She wrote: ‘This is so pointless when the majority you’ve shown look filtered anyways.’
Someone replied: ‘Boohoo don’t seem to get the absolute irony of their post.’
Boohoo has been contacted for comment.