Why is Frank Body asking young girls for naked selfies?

Free from ‘toxic chemicals.’ Not free from toxic messages

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Last week, 15 girls aged 14-16, and involved with Fusion Mornington Peninsula’s Real Girls program, took on Australian make-up and skincare brand Frank Body over its lip and cheek ‘Send Nudes’ product.

Fusion-logo.jpg Fusion Mornington Peninsula

June 7 at 5:50pm

Dear Frank Body,

I am speaking on behalf of a group of 15 girls aged 14 to 16 from a Secondary School located on the Mornington Peninsula. We would like to enquire about your ‘Send Nudes’ lip and cheek tint, and specifically why you would ever see it appropriate to name a product ‘send nudes’.

We all love your products, but sadly, this one is just a reminder of the undesired sexualisation that has become so ‘normalised’ by people and companies like yourself. And no, this name is not just ‘banta’, it’s not a joke, and we believe it is time for you to take initiative in valuing your consumers. You stated in your marketing description that ‘Unlike most men, you know how to listen’. That is quite a brave statement to make for a company who’s product campaign reflects the objectifying and disempowerment of girls. If you care about your customers, about encouraging teenage girls to be more than sexualised objects, then you will act by changing the name of this product. 

Sincerely, a group of year 9 & 10 girls from the Mornington Peninsula.

Some of us decided to support their call to the company which prides itself on being natural, vegan and ‘toxin free’ at the same time as spreading toxic messages harmful to girls who are already struggling in a culture undermining their wellbeing.

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The company responded with this pathetic reply to those making complaints:

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To justify their socially irresponsibly behaviour as ‘playful’ and ‘cheeky’ is a perfect example of double-speak and marketing spin at its best.

The company wants us to believe it has a positive impact on its audience, claiming “his communications encourage positive self-image”.  While at the same time dismissing the suggestion of any negative impact of mainstreaming and normalising the term ‘send nudes’ – a blatant reference to demands for naked images that teen girls receive every day. Frank Body is using the language of girls oppression to sell them beauty products.

Here’s how the Frank Body introduces its brand on Instagram. This isn’t “playful and cheeky” – it’s predatory and creepy. And much closer to the truth.

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Keep up the pressure and don’t let them get away with it!

Contact Frank Body:

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Everyday our young people are exposed to more brands continuing to sexualise girls and objectify women. You can bring change to this sexploitation, stop companies from degrading women and prevent its devastating effects on young people.

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