When popular brands make the call to stop the long crusade of “fixing” invisible women’s problems, it’s an encouraging sign.
Popular shaving brand Venus owned by Gilette, is the latest to re-vamp its image and messaging, launching its Venus for Pubic Hair & Skin Collection with the aim of getting women to reclaim the language of their bodies.
Results from a recent survey of 250 US women conducted by the brand found that almost half of women think it’s better to use anatomical terms like pubic, rather than “bikini” or “down there” common in marketing campaigns.
The survey also found that while 54 percent of women think that society has defined what is visually appealing when it comes to women’s pubic grooming, 56 percent wish there were more accurate descriptions and imagery in society of women grooming this area of their bodies.
This week, Venus launched a new video on Instagram that follows a day in the life of an “undesirable” pubic hair, hoping to be recognised and treated like every part of the body, with care and confidence.
With ‘The Pube Song’ and new product launch on TheVenusPubeSong.com, Venus wants to start a conversation around normalising the word ‘pubic’ in an effort to de-stigmatise female pubic grooming.
“Because pubic is not a dirty word, and your pubic hair and skin deserves its own care,” the campaign explains.
MyAnh Nghiem, Gillette Venus’ Communications Director said this campaign…