Just say pubic: Gillette's Venus launches a new global campaign to destigmatize pubic grooming

• Do you also use words like 'down there' or 'bikini area' while talking about your pubic hair?
• Gillette Venus has launched a new global ad to encourage women to just #SayPubic and destigmatize pubic grooming.

Venus is throwing out the outdated, censored, and sometimes downright silly terms for “bikini” or “down there” and encouraging women to #SayPubic with the launch of the Venus for Pubic Hair & Skin Collection.
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.

To continue the conversation, the brand launched a new video on Instagram today 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! With The Pube Song and new product launch on TheVenusPubeSong.com, Venus 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 deserves its own care.


The findings on 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 hair is there, gone, or growing. The collection continues the brand’s #MySkinMyWay commitment to celebrate all women and all skin, and help them feel comfortable in their skin by providing solutions to care for their grooming needs, whatever their preferences may be.

“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.”

According to Elizabeth Compo, Senior Product Research Scientist for Venus, “While many women don’t regularly talk about managing their pubic hair and skin, 84% of US women** choose to remove at least some of their pubic hair in some way. However, a staggering 87% of them** are dissatisfied with the results.”

“We’ve found that more women are dissatisfied with caring for the pubic area than anywhere else on the body, in fact, 56% of US women wish there were more accurate descriptions and imagery in society of women grooming their pubic area,” says Kristin Monaco, a Senior Product Research Engineer for Venus. “It’s not surprising. Pubic hair is coarse and the skin is delicate, so for many women it requires a different approach to help avoid shave bumps, ingrown hairs, redness, and itchiness.”