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

How do you take a cartoon icon and turn her into a beautiful online shopping experience?

03/06/2015
Betty Boop is one of the world’s most loved characters,...

The Drum DREAM Awards

02/06/2015
Not only do brands need big ideas, they need big ideas that...

The Future Factory: Winning New Business Via Email

02/06/2015
The Future Factory, new business generating agency based in...

Solid-as-a-rock strategy for County Stone Granite

01/06/2015
County Stone Granite is an established family business with...