Jamie Kern Lima says consultants urged ‘flawless’ models against her brand’s values

What was said

""These experts told me um you know in order to succeed, here's what you need to do. You need to use this type of model. And it was it was the the perfect flawless skin, the models I'd always seen in TV ads.""

Jamie Kern Lima says third-party consultants advising her ahead of a QVC debut pushed her towards using “perfect flawless skin” models, which she says conflicted with her plan to demonstrate products on ‘real women’. She argues the dispute reflected a wider limitation: that even experienced experts may struggle to back ideas they have not previously seen succeed.