A depilatory brand that advocates the “wearing” of hair, isn’t that the world upside down? And yet, that’s exactly what Veet’s latest marketing campaign is all about. Entitled “Mêle-toi de tes poils” (“Mind your own hair”), the iconic brand’s latest campaign aims to combat the harassment that some young girls may experience as teenagers because of their body hair.
According to a Veet study, conducted by the Ifop polling institute (methodology not disclosed), many teenage girls are harassed because of their body hair. “You’re ugly with your hair”, “you look really dirty”, “you look like a monkey”… all degrading comments that the survey’s respondents have already heard.
More than one in two young French women have waxed for the first time because of the judgment of others. The same study reveals that the pressure to depilate is not exerted by mere strangers. 72% of teenage girls confide that they are pushed to depilate by their very close family.
“And at a time when 58% of young girls say they hate their body hair, and 36% say they’ve received negative comments about it, it’s essential to open up a dialogue without taboos,” explains Veet. “As the leader in hair removal, we have both an ethical and a societal responsibility: to offer solutions while encouraging respectful discourse, especially during the sensitive and decisive stage of puberty.”
What’s more, 72% of young girls say that people talk negatively about women’s hair.
Stemming the tide
To combat harassment, the brand is launching the #MêleToiDeTesPoils program.
“Through a video …
