Oprah’s recent Weight Watchers commercial has stirred quite a reaction online. The Wrap describes it as “her most heartfelt display of emotion yet.” Social media is buzzing with sentiment as she strikes a chord with many: “Within every woman carrying extra weight lies the woman she knows she could become. Often, when you glance in the mirror, you hardly recognize yourself, as you’ve become lost under the weight you bear. Every challenge I’ve faced wasn’t in vain. Each attempt, every setback, has led me to this important moment to ask, ‘If not now, when?’ I feel this deeply, and I know millions share this feeling. Are you ready? Let’s embark on this journey together.”
Oprah has long battled with her weight, understanding the struggles that come with it: the disappointments, the sadness, and the self-criticism. It’s a strategic business move for her to capitalize on an industry willing to pay her handsomely to persuade people that they can finally achieve their weight loss goals. However, the reality is that many will not succeed. The Weight Watchers model thrives on the fact that diets often fail, a truth the company is well aware of, and one Oprah recognizes as a savvy businesswoman.
In August, she invested $43 million to acquire a 10% stake in Weight Watchers, causing the company’s stock to soar. In just one day, she earned a remarkable $70 million. Now, as the face of the brand, her well-publicized struggle with weight creates a perfect synergy. We admire Oprah; we trust her and resonate with her journey. She reflects our own experiences, albeit with greater resources and a vested interest in convincing us that achieving our ideal weight is the key to happiness.
While it’s possible to reach our goals with Weight Watchers, numerous studies indicate that most will regain the weight lost. “It’s a brilliant business model. Members credit Weight Watchers for their weight loss but often blame themselves when they regain it, prompting them to re-enroll,” explains Dr. Lisa Grant, a psychologist specializing in weight loss. “The company has recognized this pattern and boasts to shareholders about their members’ tendency to repeatedly sign up, often participating in an average of four different program cycles.” A former CFO stated that the company’s success hinges on the fact that most users regain their lost weight: “That’s where your business comes from.”
I, too, have faced body image issues throughout my life, just like many women I know. Since my early teens, I’ve always felt overweight, even at times when I was within a healthy range. I remember weighing 120 pounds as a sophomore in high school and thinking, “I’m so fat!” The mirror has never reflected anything but a heavier version of myself, especially now that I’m considered plus-sized. Oprah’s struggles resonate with me. I’m not oblivious to reality; I just fell victim to the same societal pressures that many women do. I even know women who are size four and still turn to Weight Watchers. The company thrives on our insecurities, and now, Oprah is part of that equation.
It’s either profoundly disheartening or a masterstroke of marketing that someone as accomplished as Oprah still grapples with weight issues publicly.
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In summary, while Oprah’s commercial evokes empathy and connection, it also highlights the persistent challenges associated with weight loss and the business strategies that thrive on these struggles.