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.”
...Pls do not include me on your scale. Girls should be worried about the number on their exam page not a weight scale ffs
— Cheryl Cole (@CherylCole) January 30, 2014