Kiehl’s unveiled a bold new campaign made entirely of pubic hair headlines after previous ads featuring models with visible pubic hair in store windows were censored.
The audacious move comes as the brand seeks to challenge societal taboos surrounding body hair and turn the tables on the censorship of pubic hair in advertising.
The new round of ads, which will be featured on digital platforms starting Wednesday, replaces model images with bold headlines written in pubic hair.
The company’s recent products, such as Ingrown Hair & Tone Corrective Drops and Over, mark a significant shift into the intimate care space.
Despite the products receiving positive reception, Kiehl's still encountered censorship in select stores where its original ads showing pubic hair peeking out from the model's underwear were removed.
Jon Sáenz, Kiehl’s global brand president, emphasized that pubic hair is a natural part of the human body and that the brand is focused on offering inclusive solutions for all skincare needs.
“Our response to the censorship of our Kiehl’s Personals imagery underscores our commitment to honest conversations about body hair, and our private parts, and challenging outdated societal taboos.”
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Pubic hair advertising continues to be heavily censored, reflecting societal discomfort with open discussions about intimate body hair and reinforcing unrealistic grooming standards.
Today, brands like Kiehl's, eos, and Gillette Venus are challenging these taboos by embracing more authentic visuals and creating campaigns that normalize conversations around body hair, fostering inclusivity and body positivity.
Kiehl’s kind of rebellion against censorship resonates with consumers seeking to open conversations around body image.
The brand's innovative approach also invites others in the industry to rethink their approach to nudity, censorship, and body positivity.
Meanwhile, brands are continuing to partner with influencers and celebrities to promote self-love.
Previously, Grammy award-winning artist Meghan Trainor collaborated with "Paw Patrol" to reiterate messages of problem-solving and self-belief.
