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DTC e-commerce allows CPG brands like P&G direct relationships with consumers, and can yield first-party data that is becoming increasingly important to marketers like P&G. The Gillette Venus #SayPubic campaign follows similar efforts by DTC razor brand Billie. The female-focused brand launched its crowd-sourced "Project Body Hair" campaign in 2018, which it followed with a video campaign the next summer. P&G announced an acquisition of Billie in 2020 but called off the deal in January 2021 after the Federal Trade Commission filed an antitrust complaint. With this campaign, the brand can tap into the same type of conversations that Billie spurred several years ago — without having to acquire the company.
Gillette Venus's New Campaign About Pubic Hair Is Weird, Hilarious, and We Kind of Love It?
While 84% of U.S. women remove at least some of their pubic hair, 87% of them are dissatisfied with the results, per a 2019 survey by P&G. Venus’ Pubic Hair & Skin razor is specifically designed to help protect pubic skin from shave irritation, razor burn, and ingrown hairs. Its patented Irritation Defense Bar and optimally spaced blades allow the blades to cut hair while barely touching the skin. Also the razor refills come equipped with a precision trimmer on the back of the blades to navigate tricky areas.
“Bu- bu- but pubic hair speaks to women’s truth”
There's a huge stigma around pubic hair. Gillette's latest ad addresses it in song - Fast Company
There's a huge stigma around pubic hair. Gillette's latest ad addresses it in song.
Posted: Wed, 19 May 2021 07:00:00 GMT [source]
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? 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. You may remember how rigorously I defended the “trimming bushes” ad for Schick’s Hydro Silk TrimStyle razor — also a product for women who shave down there. That ad too drew plenty of criticism, but to the best of my knowledge, it only aired after prime-time viewing hours or during shows intended for mature audiences. In case you missed it, the ad literally shows a closeup of a woman’s crotch while talking about shaving pubic hair.
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"Our new collection not only offers women more options for pubic grooming than we ever have before, but starts a new conversation about using language that accurately and respectfully represents the female body." The Gillette Venus brand is bringing P&G's commitment to portraying more realistic depictions of women and their bodies to the hair grooming space by promoting a new product line with a quirky song and video that resembles classic animated musical numbers. The push comes amid research by the company that suggests that both the products and marketing around pubic grooming are unsatisfactory.
Gillette Venus has come out with a new line of products for pubic hair and skin, and they’ve taken a rather unique approach to advertising it. Most razor and shaving products opt for a spa and flowery theme while saying things like “great for all hair,” and simply showing bare legs and arms. Gillette took a brave leap forward and decided to animate a single pubic hair that sings about, well, pubic hair, and the general taboo around the word. Specifically designed to help protect pubic skin and the bikini line from shave irritation, razor burn, and ingrown hairs. Venus recognizes that the pubic region requires a special kind of care given thin skin and coarse hair.
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"There's nothing diabolical about this little follicle. So take care of us, your pubic hair, if you trim or you shave or you're bare down there. Whichever way's your way, it's all OK." The product and campaign also seek to boost Gillette Venus' and P&G's larger DTC efforts. Venus offers a razor subscription model utilized by Billie and Dollar Shave Club, and the new Pubic Hair & Skin Starter Kit is already sold-out online, as of press time.
The company offers products aiming to prep, protect and maintain pubic hair and skin. Venus acknowledges not just any razor will do for shaving where your skin is most sensitive -- which is why its developed its Venus razor for pubic hair and skin with its patented irritation defense bar, offering a smooth shave where blades barely touch skin. 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. Say hello to smooth and soft skin with a range of pubic hair care products from Venus.
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The reason I like Schick’s “trimming bushes” ad so much is because it is fun and flirty — perfect for its target audience. I suspect that the people who complained loudest about this ad were not in the target market and would not have bought the product anyway. "Consumers trust our brands, and we aim to ensure that the data that they choose to share with us will be used in ways that they prefer," Chief Brand Officer Marc Pritchard said at CES in January. Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. In other words, advertisers — use your heads, and keep your junk in your pants.
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However, Gillette Venus is standing against the taboo by giving the word “pubic” all the love and attention it deserves, especially when it comes to proper self care and hygiene. That’s right, to mark the launch of its newest collection, Gillette has shone the spotlight on... This campaign aligns with the major shift that's happening with the beauty standards surrounding body hair.
Television is a mass medium, and advertisers have a responsibility to ensure that their work is appropriate for all audiences to whom it is shown. We do not need to see live demonstrations of these products in our living rooms.
More people, women especially, are feeling empowered to do what feels right for them rather than feeling like they have to follow the "norm" — and it's about time. Venus’ 2-in-1 Cleanser + Shave Gel can be used during your shave to provide a protective layer of glide to help prevent shaving irritation, or daily as a gentle cleanser. To further help destigmatize the term, Venus launched a viral animated video dubbed “The Pube Song,” as part of the brand’s 2021 “#SayPubic” campaign, which launched alongside the Venus for Pubic Hair & Skin Collection. 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.
Blade refills specifically designed to help protect pubic skin from shave irritation. Procter & Gamble’s Gillette Venus rolled out this piece to further de-stigmatize the care of pubic hair. From Grey NY, the spot debuts the song “It’s Time to Care (For Your Public Hair)” featuring female rapper Princess Nokia. When it comes to women’s health and sexual wellness, it’s no surprise that certain terminology is still seen as taboo or censored.
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