2 The research consisted of secondary research, expert opinion and a major multinational quantitative survey. Discuss the implications of there being no qualitative research with women.

The campaign spurred instant discussions everywhere and really seemed to strike a chord. As the Evening Standard commented: ‘Hoorah! After many, many years of being assured by the fashion and beauty industries that women adore and aspire to the ultra-glamourous, perfect images of models on billboards and in glossy magazines, we have proof that, well, we bloody well don’t.’
The global advertising campaign, launched in October 2004, added further grist to the mill by questioning whether ‘model’ attributes, such as youth, slimness, and symmetrical features, are required for beauty – or are completely irrelevant to it. Each ad presented an image of a woman whose appearance differs from the stereotypical physical ideal, and asks the reader/viewer to judge the woman’s looks by ticking a box.