Published March 29, 2013
Victoria’s Secret stores may be busier than ever on April 6.
That’s because a nationwide parent organization, called The Mommy Lobby, is encouraging its more than 50,000 members to head out to their local Victoria’s Secret stores and protest an ad campaign that has some parents appalled.
The marketing campaign, for Victoria’s Secret’s PINK line, first caught the attention of The Mommy Lobby’s CEO Cindy Chafin about a month ago. Since then, her group has been speaking out against the “bright young things” ads, which show younger girls in skimpy underwear with slogans like “Call Me” and “Feeling Lucky?”
The lacy thongs and bikini underwear, one style is called "The Date Panty," are seemingly aimed at a younger buyer, Chafin said, and the members of The Mommy Lobby felt action needed to be taken.
“Victoria’s Secret, they are a corporation. They are free to run their product. We totally get that, but I think there comes a point where there are boundaries,” she told FOX 411. “Our daughters are not sex objects. We really want them to be innocent and young as long as possible…and [Victoria’s Secret is] not helping that.”
Amid the controversy, Victoria's Secret posted on their Facebook page that the PINK line is aimed at 18 to 22 year olds.
"In response to questions we recently received, Victoria’s Secret PINK is a brand for college-aged women," the message read.
But at a recent conference Business Insider reported the company’s CFO Stuart Burgdoerfer said, “When somebody’s 15 or 16-years-old, what do they want to be? They want to be older, and they want to be cool like the girl in college, and that’s part of the magic of what we do at PINK.”
Victoria's Secret also recently teamed up with tween idol Justin Bieber for several of their projects. His voice provides the music for a recent video for the 2013 Swim line, and he performed—along with Rihanna—at this year’s Victoria’s Secret Fashion Show.
Chafin said, in her eyes, the company's claim the line is targeted at college-aged girls simply does not seem true.
“Moms are not dumb,” she said. “We know better. We can see through it.”
To take action, Chafin said those angry parents will head to the company’s stores on April 6 to peacefully protest the “bright young things” ads.
“Were asking people to go stand outside their local Victoria’s Secret store—together in groups—if they want to make signs they can make signs,” she said.
But Chafin added she hoped the protests would be done in a respectful manner.
“What we are telling people is 'in order to make effective change, you can be rebellious but you can’t be rude.'”
Reps for Victoria’s Secret did not immediately return FOX 411’s request for comment