New Channel 4 Beauty site promotes body confidence
The Campaign for Body Confidence is welcoming the launch today of 4BEAUTY – Channel 4’s online fashion, beauty and wellbeing website which aims to “claim back the true meaning of beauty”.
Launched on 14th July 2010, in the middle of the season that instils body-image anxiety in even the most self-confident woman, the site promises to provide an in-depth, personable, and accessible online resource for women. Channel 4 says that 4BEAUTY “wants women to celebrate their bodies and feel confident about their own unique beauty.”
Research from the University of Sussex shows that advertising effectiveness is not compromised by using average-size bodies. 4BEAUTY’s editorial team embraces this truth as they scour the web to find the issues that real women are concerned about and searching for, from How To Age Fashionably and Cosmetic Ingredients Explained to The Body Shape Finder and How To Beat The Bloat which promotes responsible eating, not dieting, as the way to improve body shape.
Exploring four themes – style; wellbeing; hair; make-up & skincare – the site provides a mix of web videos, including body shape films from Jane Galpin, the stylist of How to Look Good Naked. There will be make-up tips from Amanda Bown and journalist Alison Kerr, hair advice from 10 Years Younger experts Lisa Shepherd and Andrew Barton, and Black and Asian haircare from Anjana Gosai, health and beauty editor at Asiana. Annabel Meggeson, former beauty director of Elle and former editor of Shape Magazine talks about the eight female forms, dietician Nigel Denby, Sally Brown on women’s issues and ex Sunday Times journalist Bethan Cole gives no-nonsense beauty advice.
While the site doesn’t rely on celebrity it does includes personal experiences from some of Channel 4’s favourite faces; Kirstie Allsopp, Myleene Klass and Sarah Beeny who each offer their own useful and realistic suggestions to boost inner confidence and make every woman feel beautiful.
Equalities Minister and Co-founder of the Campaign for Body Confidence Lynne Featherstone MP has warmly welcomed the new site. Commenting, she said:
“I co-founded the Campaign for Body Confidence because I’m deeply concerned about the pressure women feel to conform to narrow and often unhealthy ideals of beauty. The media bombards us all with images of impossibly thin, airbrushed models, which contribute to body dissatisfaction in people of all ages.
“The 4BEAUTY website is exactly the kind of fresh new approach to style, beauty and fashion journalism that the Campaign for Body Confidence is advocating. By offering positive images of healthy bodies of all shapes and sizes, I hope this will be the start of a new trend in the media which will help to change how we think about beauty.”
4BEAUTY’s Senior Editor Leila Ferro said:
“Research has shown that 71% of women aged 16-34 want to see clothes on real women and a third get their fashion inspiration from their favourite TV shows and go online for peer to peer advice, yet online and on the shelves, ‘normal’ women are deluged and demeaned by images of ‘The Perfect Body’, featuring scores of size-zero models, all over-styled and over manipulated. 4BEAUTY aims to redress the balance and provide the antithesis of the airbrush culture – it’s all about unique confidence.”