US – Personal care brand Gillette Venus is inviting women to reject censored language around pubic hair.
The brand’s new collection, Venus for Pubic Hair & Skin, includes an exfoliant, 2-in-1 cleanser and shave gel, a razor and daily serum. The product range and updated language – which intentionally avoids terms such as ‘bikini’ or ‘down there’ – is inspired by research conducted by the brand, which found that 82% of US women use slang terms to refer to their pubic area.
In response, the brand is promoting its collection through a celebratory and light-hearted campaign that includes the hashtag #SayPubic and a song created for social media, The Pube Song. MyAnh Nghiem, communications director at Gillette Venus, says: ‘Our new collection starts a new conversation about using language that accurately and respectfully represents the female body.’
As body positivity booms, shaving has been rebranded, opening the sector to more inclusive approaches to marketing.