No 'Down There', Gillette Venus' latest campaign urges women to just #SayPubic

Shivani Mishra
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Pubic hair Gillette India

The Pube song by Gillette features a personified pubic hair addressing its grievances down under and aims to push for more acceptance around the usage of the word 'pubic' in mass conversations.

To help women understand and not feel ignorant towards pubic hair essentials and care, Gillette Venus' The Pube Song wants you to cherish and take joy with what you have naturally and not neglect the hygiene mandates for it. The P&G brand in collaboration with agency Grey New York for the #SayPubic campaign aims to throw out the outdated, censored, and sometimes downright silly terms for “bikini” or “down there” and encourages women to be comfortable using the term 'pubic hair'.

Why #SayPubic? New survey findings* out from the brand find that almost half of US women* agree it feels more accurate to use anatomical terms, like pubic, but only 18% of US women* are actually using them. Women want to reclaim the narrative around the language and description of their bodies. While 54% of US women* agree that society has defined what is visually appealing when it comes to women’s pubic grooming, 56% wish there were more accurate descriptions and imagery in society of women grooming this area of their bodies.

The findings on the pubic language are released as the brand launches its new Venus for Pubic Hair & Skin Collection, which includes a razor, exfoliant, shave gel, and serum, designed specifically to address the unique needs of the pubic area. The products can be used together as a regimen or individually to fit each woman’s needs, whether the hair is there, gone, or growing.

“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,” says MyAnh Nghiem, Gillette Venus Communications Director. “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.”

Also Read: Brand Saga: Gillette India, the brand that balanced hard-sell & storytelling

The #SayPubic campaign is to help women reclaim the often embarrassing and taboo topic. The Pube song escorted by Sacha Beeley, shows a single pubic hair talking about the problems down there.

This campaign aligns with the major shift that's happening with the beauty standards surrounding body hair. It also acknowledges advertising’s own role in perpetuating an unrealistic ideal. “It seems like all the ads are showing perfect skin and shiny hair, but what about this other world inside your underwear?”

To continue the conversation, the brand launched a new video on Instagram that chronicles a day in the life of an undesirable pubic hair, just hoping to be recognized and treated like every other hair on your body, with care and confidence! Gillette Venus, with The Pube Song and the new product launch on, hopes to start a dialogue around normalizing correct anatomical language, like pubic, in an effort to destigmatize female pubic grooming. Because pubic is not a dirty word, and your pubic hair and skin deserve its own care.

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