![]() The tea was reportedly formulated to treat Bec Polmear’s “digestion and bloating”, and they manufactured it in their home garage in Australia with ingredients purchased from a local herbalist. The company was a humble affair at first, according to an interview founders Bec and Tim Polmear gave to a Tasmanian business publication in 2017 (they declined to speak to the Guardian). “It comes down to this idea of setting expectations for women that are frequently contradictory and impossible to satisfy,” Taylor said. Laramie Taylor, a professor of communication at UC Davis who researches media and idealized bodies, described the body image the brand promotes – “a very flat and toned stomach but the bust and posterior of someone whose body mass index is considerably higher” – as absurdly unrealistic. It took time for the company to develop its current Instaesthetic: the tea was originally sold in transparent plastic bags that showed off the product’s earthiness the label was a purplish blue the font had yet to lose its serifs.īut the beginnings of a brand identity were apparent from the outset: aspirational images of beautiful women with tiny stomachs and big butts, before and after shots of customers’ bloated and deflated bellies, and a studied mix of pseudo-feminist millennial boss bitch attitude: mason jar smoothies, jokes about alcohol, girl power slogans, an assortment of healthy-ish dishes, junk food and pink workout gear, and the odd inspirational quote from Nelson Mandela. It’s the company that’s the problem.” ‘We thought we’d struck gold’įlat Tummy Tea debuted on Instagram on 14 June 2013. The former employee argued that the outrage toward the Kardashians was misdirected: “Why is no one calling out the company? This isn’t about them. “The ex-employees are all quite close … Everyone’s just kind of, ‘Ugh, we were a part of that.’” “It’s not a positive message for women, is it? It’s pretty bad,” said one former Flat Tummy Co employee, who spoke to the Guardian on condition of anonymity, about the company’s move into selling appetite suppressants. Most of the influencers are strictly Instagram-famous: semi-professional models with tens of thousands of female followers who almost always fail to disclose that their endorsements are bought and paid for. Armies of “influencers” – including Kim, Khloe and Kourtney Kardashian and Kylie and Kris Jenner – promote its products to their followers. ![]() Indeed, Instagram is such a crucial factor in Flat Tummy Co’s value that when the company was sold for $10m in 2015, its “significant social media presence” was highlighted in a press release ahead of actual assets or sales figures. And Instagram, which claims to want to be “one of the most kind and safe” places on the internet, has neither the power nor the will to police it. The company is the ultimate Instagram brand success story: a perfect example of how unregulated social media marketing practices can repackage questionable science in the feelgood trappings of a wellness brand and spin women’s insecurities into cash. Good Place actor Jameela Jamil called out Kim Kardashian West for promoting the lollipops to her 116 million Instagram followers (“You terrible and toxic influence on young girls,” Jamil tweeted), and more than 100,000 people signed an online petition calling for the billboard’s removal.įlat Tummy Co’s response has been to keep calm and ’gram on. The product for sale – 35 calories worth of flavored cane sugar laced with an extract of saffron that supposedly curbs hunger – sparked immediate backlash for a company that had built its brand selling so-called “ detox” teas. Curate your own NYC adventure at The Westin New York at Times Square.Let’s use our power for good by guilting into taking down their Times Square billboard advertising appetite suppressants.Ī former-anorexic teenage girl /Tiyj1fwrpD- Sophie Vershbow July 9, 2018 Those looking to host a special event in Midtown Manhattan can take advantage of over 34,000 square feet of meeting space, including 13 theaters and three ballrooms, along with bespoke services to ensure a day to remember. For relaxation, our hotel's WestinWORKOUT® Fitness Studio is open 24-hours and features state-of-the-art gym equipment including Peloton bikes. Savor a meal at the vibrant Foundry Kitchen & Bar, serving delicious American cuisine and craft cocktails. After a day of exploration, return to your hotel room or suite, where intuitive amenities, Westin Heavenly® Bed and Heavenly® Bath await. Walk to Broadway theatres, Central Park and dozens of famed attractions, or enjoy speedy access to all New York City with most subway lines at our hotel's doorstep. The Westin New York at Times Square will provide an unforgettable experience in New York City, situated near Times Square, Midtown Manhattan and Madison Square Garden. Discover the Best Times Square Hotel in NYC
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