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Say hello to your hair down there.
A new ad by Gillette Venus which features a singing, dancing curly strand is encouraging women to take pride in their pubis — whether shaved or not.
The 1-minute spot sees our cartoon hairoine perched on a bathtub soap dish, belting out the woes of life as the body’s most maligned cuticle.
“I’m just a pube, and it’s not fair, all I ever wished to be was just another hair. But when they got one look at me, the ruling from society was, ‘Ew, not you.’ Oh what’s a curl to do?”
It’s a contradictory turn for an industry that for the past century has urged women to remove or obscure all hair that wasn’t sitting neatly atop their head. “It seems like all the ads are showing perfect skin and shiny hair, but what about this other world inside your underwear?” the strand sings.
The charming commercial comes as beauty and hygiene brands, in particular, are increasingly using clever marketing to attack the taboos inherent in their products, as Fast Company points out. For example, Thinx, the “period-proof” panty company, caused a stir with a number of ad campaigns during the past five years, such as one depicting fruit that some would say is reminiscent of certain parts of the female anatomy.
In 2019, sex toy company Dame filed suit against New York City subways for pulling out (no pun intended) of a deal to run their risqué posters in trains — ads that read, simply, “Toys, for sex” alongside an image of one of their devices. Their CEO Alexandra Fine argued that there was a double standard in play.
“I’m not sure how erections are somehow not related to sex but vibrators are,” Fine told The Post at the time, in reference to some men’s brands that prominently promoted remedies for erectile dysfunction. “It seems like a very male perspective when it comes to what’s appropriate sexually.”
Despite the controversy, a survey conducted by Gillette’s ad agency indicates that women are overall supportive of open discussion on health issues unique to women: Of the 250 respondents, more than half agreed that society has dictated women’s grooming, and 56% hope for more realistic depictions of women in advertising and media, according to Fast Company’s report.
As the commercial reaches its musical climax, a chorus of synchronized strands belt out, “Why the mass hysteria about the pubic area? There’s nothing diabolical about this little follicle.”
“So take care … of your pubic hair. If you trim or you shave or you’re bare down there,” Gillette’s message concludes. “Whichever way’s your way, it’s all okay!”
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