DIARY: Ruby’s attitude is a world away from the catwalk

The Body Shop’s PR team tackled what many would consider to be a pretty tough job last week. It’s a challenge at the best of times turning a character into a celebrity personality, but what do you do when your client is a mannequin?

The Body Shop’s PR team tackled what many would consider to be a

pretty tough job last week. It’s a challenge at the best of times

turning a character into a celebrity personality, but what do you do

when your client is a mannequin?



And the task gets even harder when your mannequin is trying to compete

for attention with Linor Abargil, the Israeli ballet dancer who was

crowned Miss World last week.



The mannequin’s name is Ruby and she claims to be the Real Miss

World.



The brainchild of The Body Shop publicity machine, she was launched last

year to promote images of real women, and now she is challenging the

’unrealistic vision of beauty promoted by pageants like Miss World’. Her

message to the world is ’know your mind, love your body’. She was

protesting in her powder blue, limited edition Nissan Figaro outside

Channel 5’s offices in London last week, as it geared up to broadcast

the Miss World contest.



Body Shop global PR manager Dara Grogan said: ’We are trying to turn her

into a celebrity so that she can shout about things we want her to shout

about. But obviously she doesn’t give interviews.’



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