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Campaign SpotlightPress Release

Campaign Spotlight: Gillette Venus drops an encore to its viral song, reminding everyone it’s okay to say ‘pubic’

BOSTON, USA — Nearly half of US women agree that it feels more accurate to use anatomical terms, like pubic, to describe their bodies, but only 18% of women are actually using these types of terms. Intimate grooming brand Venus set out on a mission to get rid of outdated, censored, and sometimes downright silly terms like “bikini” or “down there” for the pubic area.

In May 2021, the brand encouraged people to #SayPubic with the launch of the Venus for Pubic Hair & Skin Collection, an array of hair removal and skincare products that care for the pubic area whether hair is there, gone, or growing. To further help de-stigmatize the term, the brand launched the viral animated video dubbed “The Pube Song.”

https://www.youtube.com/watch?v=gIlUNuSdJdA

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Now, the brand continues its #SayPubic campaign with an encore featuring special guest and female rapper Princess Nokia. The song “It’s Time to Care (For Your Pubic Hair)” featuring Princess Nokia debuts on all Venus social media channels. Venus also recently added a Gentle Trimmer and Hair & Skin Softening Oil to its popular Venus for Pubic Hair & Skin Collection, providing even more options to care for their hair and skin in the pubic area.

“We were thrilled to see so many people taking inspiration from ‘The Pube Song’ last year and feeling empowered to use anatomical terms to describe their bodies,” Dana Malcolm, Senior Brand Director, says. “However, we know that a year later there is still more work that needs to be done. It’s impossible to shift a societal norm that has been in place for centuries overnight! It’s why we’re excited to partner with Princess Nokia to launch the next chapter of this important campaign.”

For Princess Nokia, partnering with Venus to help people get comfortable with saying pubic and to show up in the world as their truest selves, was a natural partnership.

“I love that Venus is using all means necessary to get people comfortable with saying pubic,” said Princess Nokia, co-writer and featured artist. “As a songwriter and rapper, I connect with my fans by helping them show up as their truest selves. For that reason, I’m excited to be working with Venus to advance this important message that gets more women comfortable talking about their bodies.”

The Venus for Pubic Hair & Skin Collection offers the most complete regimen for women’s pubic regions. The full collection is pH balanced and made without parabens, dyes, fragrance, silicones, and is dermatologist and gynecologist tested.

“When we launched this collection of products last year, we wanted to offer something for every woman and their own unique grooming routine,” said Stephanie Niezgoda Moss, R&D director. “Each product provides women with the right tool to achieve and maintain whatever level of hair they are most comfortable with. The Gentle Trimmer and the Skin-Softening Oil, the newest additions to the collection, were created in the spirit of just that – to give women even more choices when it comes to their pubic grooming routine.”

With the expansion of the collection, the brand’s #MySkinMyWay commitment continues, celebrating all women and all skin, helping them feel comfortable in their skin by providing solutions to care for their grooming needs, whatever their preferences may be.

More information about the Venus for Pubic Hair & Skin Collection can be found on TheVenusPubeSong.com.

CREDITS:
Client: P&G Gillette Venus
P&G –
John Claughton – Vice President
Dana Malcolm – Senior Brand Director
Ryan Parker – Brand Director
Stacey Mukasa – Senior Brand Manager
MyAnh Nghiem – Communications Director
James Pooley – BBIC Vice President

Agency: Grey NY –
Javier Bonilla – Global Executive Creative Director
Rebecca Flinn – Creative Director, Art
Bevan Mahaney – Creative Director, Copy
Lauren Otis – Associate Creative Director, Copy
Sophia Moore – Senior Art Director
Claire Wyatt – Senior Writer
Shelby Issersohn – Project Manager
Suzanne Ayello – Partner
Stephanie O’Donnell – EVP Global Account Director
Julie Ressler – VP Account Director
Suzie Whelan – VP Account Director
Liz Brunner – Account Supervisor
Emma Olender – Senior Account Executive
Taylor McLean – Senior Planner
Rachel Langston – Planner

Production Agency: Townhouse –
James McPherson – Chief Production Officer
Keira Rosenthal – VP, Executive Integrated Producer
Jasmine Reyes – Associate Integrated Producer
Kurt Steinke – Director of Music Production
Beliansh Assefa – Associate Music Producer

Production Company: Strange Beast –
Zoe Muslim – Executive Producer
Louise Simpson – Producer
Nefeli Petika – Producer
Maria Kolandawel – Production Assistant
Sacha Beeley – Director
Nelly Michenaud – Animator
Harriet Gillian – Animator
Matt Lloyd – Animator
Matt Partridge – Animator
Ana García Sebastiá – Animator
Eloise Garlick – Animation Assistant
Zohar Dvir – Animation Assistant
Lydia Reid – Animation Assistant
Daisy Mojave Holland – Animation Assistant
Laura Jayne Hodkin – Animation Assistant
Linus Kraemer – Compositor
Post Production Company: GPS
Executive Post Producer: Ned Martin
Post Producer: Devon Edwards
Head of Edit Assist: Andrea Podaski
Assistant Editor: Brandon Cotter

Music and Audio Post – BANG
Brian Jones – Composer
Alec Setten – Executive Producer
Karen Lloyd – Lead Singer
Princess Nokia – Co-writer & Featured Artist

Comms/PR Agency: MMC
Media Agency: Carat
Talent Agency: PRE/TMA

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