Body Confidence Awards to recognise 'positive' beauty brands
Following criticism of excessive airbrushing and misleading images in advertising campaigns, a new awards scheme has launched to recognise beauty brands that promote body confidence and positive images. The Body Confidence Awards, launched by Liberal Democrat MP Jo Swinson, aims to 'challenge the narrow 'ideal' perpetuated by the media and other industries'. Swinson said she wants the beauty and advertising industries to stop 'ripping off' consumers with dishonest images. She added: 'There are companies that don't shy away from realism and take steps to promote body confidence. The awards will recognise the positive steps these companies take to empower people with the confidence to have positive body image.' The awards scheme has teamed up with make-up brand BareMinerals, following recognition of its 'Be a Force of Beauty' campaign, which sends out positive messages about body image via the media. Andrew Rodgers, marketing director for BareMinerals, said: 'We are extremely proud to be supporting the Campaign for Body Confidence and partnering with Jo Swinson in this very important work which we believe has the power to make a positive difference in so many lives.' The Body Confidence Awards will take place on April 19, 2012, at the House of Commons