A pubic hair sings 'The Pube Song' in campaign from Gillette Venus

Marketers increasingly have dared to defy traditional taboos when it comes to personal care, as we’ve seen in more pushes around menstruation, breastfeeding and grooming. In the case of the latter, brands such as Billie razors and Veet razors have given the thumbs up to having hair wherever you want it, while EOS recently celebrated a TikTok creator who has been teaching her fans the best way to shave their lady parts. Now, Gillette Venus is jumping into the bikini line fray by encouraging consumers to “say pubic.” The centerpiece of the campaign from Grey is an animated film starring a singing pubic hair. “Hi, I’m a pube!” she announces before breaking into a Broadway-style tune, singing of her plight as a lowly, gnarly curl, hoping to be treated like her colleagues who spring forth from other parts of the body. As the tune ramps up, she’s joined by other pubettes in a Busby Berkeley-style routine. 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 “Ewww” “Not you!” Oh what’s a curl to do It seems like all the ads are showing perfect skin and shiny hair But what about this other world inside your underwear? It’s ok to say our name You really can say pubic No need to be ashamed It’s even kind of therapeutic Why the mass hysteria about the pubic area? 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 okayyyyyyyyy Yes, it’s okay! The campaign aims to normalize conversation around body parts like the pubic area in an effort to make women feel more comfortable about grooming there. “Because pubic is not a dirty word, and your pubic hair and skin deserve its own care,” the brand said in a statement. Gillette Venus had conducted a female consumer survey about the use of anatomical terms such as “pubic.” It found that nearly half of them believed it feels more accurate to use such terms yet only 18% are actually using them. More than half, 56%, said they wished there were more accurate imagery and descriptions in media of women grooming in the pubic region. The campaign playfully addresses the issue, while the Gillette Venus site promoting the products also features imagery of a diverse range of women shaving their bikini lines. The packaging too, features the words "pubic hair." Along with the video, the effort includes a TikTok component inviting others to sing "The Pube Song." “With over two decades of research and scientific development in women’s hair and skin under our belt, literally, we know that grooming means something different to every woman,” said MyAnh Nghiem, Gillette Venus communications director in the statement. “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.”

A pubic hair sings 'The Pube Song' in campaign from Gillette Venus

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