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

Booths opens newest store, live-streaming on Periscope, and sees over 1million impressions

17/04/2015
​To celebrate the opening of #BoothsHaleBarns (Booths's...

How To Build Relationships that Build Your Sales

17/04/2015
The fantastic Andy Edwards, founder of Nine 5 Three, will...

Partnering with Kentico for the TCMM Shutter Group

16/04/2015
The TCMM Shutter Group is a leading shutter manufacturer,...

BloominGirls : Be All That You Can Be

16/04/2015
Spork England is focused on helping people and communities...

Reaching a Russian Audience through Social Media

14/04/2015
Having launched a Russian website and social media presence...