1 February 2014 - 10:02am | posted by | 0 comments

Superdrug pulls celebrity weight scale product as Cheryl Cole blasts retailer on Twitter

Shocked: Cheryl Cole spoke of her shock at Superdrug's plansShocked: Cheryl Cole spoke of her shock at Superdrug's plans

Superdrug has shelved plans to launch a set of scales that offered results by way of celebrity gold stars instead of weight following criticism – including that of Cheryl Cole on Twitter, who the retailer planned to feature on them.

The retailer was slammed by eating disorder awareness group Beat as “beyond belief”, prompting Cole to take to Twitter to express her shock at being included on the scales.

The Superdrug prototype replaced numbers with the names of celebrities to indicate weight. Cole represented 8st, Kate Middleton 8st 6lb and Jessica Ennis 9st, while at the higher end of the scale Adele pointed to a 14st weight, Queen Latifah to 16st and Melissa McCarthy 18st.

A statement from Superdrug said: “We created a prototype set of celebrity scales to move the conversation away from weight being perceived as a number, as we want to recognise that everyone is different.

"However, we've listened carefully to all our customers' comments and can assure them that the prototype celebrity scales will not be trialled in our stores.”

Be the first to comment on this article: sign in or register.

Latest Projects from the Profile Hub

University of Aberdeen - Graduate Business School brochure

25/11/2014
Background:  999 Design has enjoyed a long working...

We delivered a 265% increase in ROI year-on-year for Pandora UK.

25/11/2014
Pandora designs, manufactures and markets, hand-finished,...

Maximising an Industry Changing Story

24/11/2014
In November 2014, WOW air announced £99 fares (yes, that’s...

In The Snow Magazine Front Cover

20/11/2014
Front cover from a fashion shoot in Zermatt earlier this...