Lululemon vs. Camel Toe.

Via on May 30, 2010

lululemon athletica‘s unapologetic new ad campaign calls it like they sees it

14th in a series:

This is what effective advertising looks like.

Lululemon continues to master the act of getting free publicity through its surprising ads (this blog is itself case in point). While they only advertise on the back of Yoga Journal, leaving we yoga-happy web sites forlorn bereft sad and unrequited, the decision hasn’t hurt them.

‘Cause when you’re ballsy (probably not the right expression in a demographic that’s 80% women) enough to call it like you see it and speak to the largely unspoken concerns of your client, your ads shall lead and the blogeratti (blogkula?) will follow.

Their latest ad campaign (which also, amazing, graces the frontage of various stores; and comes with it’s own playfully shocking “O” logo):

[galleria]

Awesome photo of woman walking by Lulu store is via Flickr.

About Waylon Lewis

Waylon Lewis, founder of elephant magazine, now elephantjournal.com & host of Walk the Talk Show with Waylon Lewis, is a 1st generation American Buddhist “Dharma Brat." Voted #1 in U.S. on twitter for #green two years running, Changemaker & Eco Ambassador by Treehugger, Green Hero by Discovery’s Planet Green, Best (!) Shameless Self-Promoter at Westword's Web Awards, Prominent Buddhist by Shambhala Sun, & 100 Most Influential People in Health & Fitness 2011 by "Greatist", Waylon is a mediocre climber, lazy yogi, 365-day bicycle commuter & best friend to Redford (his rescue hound). His aim: to bring the good news re: "the mindful life" beyond the choir & to all those who didn't know they gave a care. elephantjournal.com | facebook.com/elephantjournal | twitter.com/elephantjournal | facebook.com/waylonhlewis | twitter.com/waylonlewis | Google+ For more: publisherelephantjournalcom

9,068 views

Appreciate this article? Support indie media!

(We use super-secure PayPal - but don't worry - you don't need an account with PayPal.)

18 Responses to “Lululemon vs. Camel Toe.”

  1. snobcouver says:

    This is false advertising. Lulu ' s almost always rise up, especially during yoga class or walking. And Camel toe doesn't only have to do with the rise of the pant, it has to do with size of the vagina too. The bigger you are the bigger the camel toe. Say basically Lulu is saying no to anyone over a size 10.

  2. Annie Ory says:

    I just want to say that I do pay for media. I will pay when the NYT begins charging and I donate to blogs, podcasts and pages when it's fitting with my understanding of them and why I want to read what they write. I do read SOME Elephant Journal stuff, but really, if you paid for this content, you deserve your page to go under. Who cares about this kind of thing? Who writes this stuff? Sorry dude, but really! I have a blog and I write and I would be embarrassed to be putting out content like this and then asking for money to pay writers. Blogging isn't supposed to work that way. I don't get paid FOR my blog. I get INTEREST from my blog and get paid for something else. You send out too much stuff and none of it, in my book, is worth paying for. I have reposted stuff from EJ and I have read some stuff, though about 90% of your content doesn't interest me enough to get me to click to open the page, but I've never read a thing on here that I would pay to know. Sorry to sound harsh, but you've been sending out these updates on your finances and I had to say something. I don't want you to think that it's because people wont pay for ANY content, they will, they just won't pay for this…

    • Thanks for your honest feedback, Annie. In our days as a print magazine our content sold amazingly well; we went online because, almost unique to all national magazines, we were independent and able to sacrifice financial security for eco-integrity. Magazines only sell 3/10 copies, nationally.

      Our online incarnation has met with great success—we've been named #1 (by our readers, like you) nationally for our green content on twitter; our facebook page is bigger by a third than many well-established magazines…again, only because of the overwhelming support of our readers. What I would say to you is that, while some of our content is silly, even frivolous, our writers still put out an amazing amount of unique, quality content you won't find elsewhere. We're asking readers like you (though, clearly, not you) to support elephant not because we don't have support but rather because we would like to be able to pay our writers to help us improve our content.

      And that may be one point you and I can agree upon—quality content that is good for us and our planet is vital in this dag and age.

  3. via http://www.facebook.com/elephantjournal
    Mary Seelig Wilburn
    excellent! Camel Toe is a big NO!

    Emily Epler
    I was at Lululemon yesterday – the one in Glendale. What a great store!

    Sandra Nicht http://www.youtube.com/watch?v=bh6xpck4OSQ

    Joa Keur
    If a woman can conquer the Camel Toe she will be stronger, more fertile and will posses a magnatude that is of the healthiest charisma!!!
    Check out Frances Farmers video on woman's yoga. She is also the inventor of the sticky mat!

    Nadine Stepp
    Vaginas don't scare me. That said, my Lulus ride up like crazy.

    Michelle Moody
    I saw that ad and made a decision based on the inappropriateness of it; to never purchase their line. Is that the best marketing idea they can come up with??? C'mon!

    Marcus Hartsfield
    um…I kinda like camel toe. jus' sayin'

  4. teagueo says:

    First, it's not the vagina, it's the vulva, ladies! Second, this ad is poorly written with grammatical errors. It makes Lululemon look rather silly.

  5. swati jr* says:

    totes false advertising.

  6. Joshua says:

    I opened up a Runner's World magazine and saw a LuLu ad so they aren't just in Yoga Journal.

  7. [...] Lululemon's latest yoga ad says "Just say no to Camel Toe … [...]

  8. Jon says:

    I'm not the expert in female anatomy that I wish I was, but I also have two legs and a crotch. What causes pants or underwear to ride up is movement, so the only options that prevent that in a comfortable garment (you could wear a protective cup if cameltoe scares you that much) is to wear something that doesn't cover much of the belly or is very loose around the crotch. Bending over, opening the hips, and so forth is the cause of cameltoe (unless it is a desired look that is incorporated into the design, a la Wicked Weasel bikinis–look it up if you wish.)

    Additionally, who cares? Are you wanting to look like Barbie? Some women have deep clefts, some have shallow ones, and some (I haven't met any or seen this in person) have hardly any cleft at all. If anyone is truly so incredibly concerned about this issue, wearing tights is a stupid thing to do. If the lululemon ad campaign is trying to reach out to those in need of overcoming that fear, they're going after an audience of people afraid of their bodies.

    A better campaign would have said, "Camel toe? Get over it." and suggested that their outfits will make you feel confident, minimize the effect, and allow you to exercise to get a better body. That way, the horrible shame of having a vulva would be less obvious. When lululemon puts out a men's line, I'm sure it will emphasize the fact that it can make me a eunuch Ken perfect for the Barbies among me in yoga classes.

  9. [...] and engaging web campaigns have certainly helped – its hysterical May ads announced a war against camel toes. (We don’t need to explain what those are or how awkward they can be during pilates class.) Most [...]

  10. [...] against them. They’ve rocked the rapidly growing yoga market, have sweet staff and great messaging and messaging and messaging and style. I do wish they’d walk their inspiring talk more with [...]

  11. camel toe says:

    I like the valuable info you provide for your articles. I?ll bookmark your weblog and take a look at once more right here regularly. I am fairly sure I will learn lots of new stuff proper right here! Good luck for the following!

  12. [...] offered a $98 yoga pant that a) fit any woman above a size 12, b) made sure it didn’t give her huge camel toe and c) made sure it was mid-waisted so that healthy butt wouldn’t be revealed mid-class then [...]

  13. Camel Toes says:

    I don't know why they want to get rid of the camel toe, seems silly. Let the boys enjoy them :)

Leave a Reply