A popular beauty company had to change its tune after it ran an advertisement some said "body shamed" women.
Avon apologized on Sunday for its "Smooth Move Naked Proof" anti-cellulite gel marketing campaign.
"We hear you and we apologize," the company wrote on Twitter.
The message it used that is now under fire read, "Dimples are cute on our face (not your thighs)."
"The Good Place" actress Jameela Jamil saw the ad and took up the cause Saturday on Twitter.
"Stop shaming women about age, gravity and cellulite," Jamil wrote on Twitter. "They’re inevitable, completely normal things."
Her tweet received close to 70 thousand likes and nearly 15 thousand people commented, many agreeing with Jamil.
With their apology, Avon vowed to remove the messaging from their marketing materials moving forward.