Venus, Gilette's beauty and shaving brand for women, dubbs May 12 as Vulva Appreciation Day. The campaign is led by Venus' body positivity ambassadors Alex Light, Scarlett Curtis, Natalie Lee, and Ewoma Ukeleghe in an attempt to change the stigma around women's intimate area.
According to Cosmetics Business, more than half of UK women admit to feeling uncomfortable saying the word "pubic" in public. The campaign thus aims to eradicate this stigmatized language by giving women the opportunity to reclaim it.
To mark the celebratory day, Venus launched a series of educational content and a podcast, along with its new Venus for Pubic Hair & Skin Collection, including an exfoliant, shave gel, razor, and serum.
Image Credit: Cosmetics Business / Venus
Key Themes Behind This Trend
- Body-positivity Campaigns
- Brands can tap into this trend and create campaigns that promote self-love and acceptance, particularly around stigmatized areas of the body.
- Education-led Marketing
- Marketers can take a page from Venus' book and create educational content to engage with their audience and establish themselves as industry experts.
- Intimate Care Collections
- There is a growing market for products that cater to intimate care, presenting opportunities for brands to innovate and create niche collections.
Where This Applies
- Beauty & Personal Care
- Brands can take inspiration from Venus' campaign and launch their own body-positive and education-led initiatives in the beauty and personal care industry.
- Marketing & Advertising
- Marketers can disrupt traditional marketing tactics by creating educational content and campaigns that promote inclusivity and body-positivity.
- Intimate Wellness
- The growing demand for intimate care products creates opportunities for innovators to disrupt the industry and offer products and services catered to self-care and self-love.
