Lo Bosworth stars in a ridiculous anti-cellulite, “increase bikini confidence” NIVEA ad

The Hills cast member Lo Bosworth has signed on to shill for NIVEA, and from that partnership has come one of the oddest messages in a press release I’ve seen all year.

“I’m not afraid to tell the world that I have cellulite — most women do. It’s more common than people think,” Lo says in her press release quote. Although that’s pretty condescending, it is nevertheless nice to see a quasi-celebrity admit the insane body types perpetuated by television shows or, worse, Photoshopped ads are not normal.

But her next (probably made-up press release quote) sentence is this: “I am so excited that with the help of NIVEA and the ‘Good-bye Cellulite, Hello Bikini! Challenge’, I can take control of my body and feel even more confident on the beach this summer.” The press release hammers that home by saying “Bosworth is encouraging women everywhere to join her in the challenge to get tough on cellulite, to get that bikini confidence. “

So, in other words, cellulite is perfectly okay–just as long as you buy products to try to get rid of it so you won’t horrify the world with your gross fat fuck thighs. What a great message. Is “bikini confidence” really the most important potential consequence of obesity–not, say, health and wellness?

The press release describes the month-long challenge as “a four-week program that combines fitness, nutrition, style and skincare with NIVEA Good-bye Cellulite products,” which it says “help visibly reduce the appearance of cellulite and increase bikini confidence. Like most women, Bosworth, who already eats healthy and exercises regularly, wants to take the extra step to keep her skin looking smooth, just in time for summer.”

So, basically, Lo doesn’t need this at all, she just needs the money. If you give a shit, Lo is “documenting her progress” on Twitter, which is to say she’ll be mentioning “#NIVEA” enough to justify whatever they’re paying her.

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about the writer

Andy Dehnart is a journalist who has covered reality television for more than 15 years and created reality blurred in 2000. A member of the Television Critics Association, his writing and criticism about television, culture, and media has appeared on NPR and in Playboy, Buzzfeed, and many other publications. Andy, 36, also directs the journalism program at Stetson University in Florida, where he teaches creative nonfiction and journalism. He has an M.F.A. in nonfiction writing and literature from Bennington College. More about reality blurred and Andy.