Kiehl's won't beat around the bush following ad censorship

Skincare brand Kiehl's has unveiled a bold font with its "Pubic display type" campaign. The campaign sees the brand creating a font made out of actual human pubic hair as a response to censorship and an unapologetic celebration of self-care for all skin, including intimate areas. 

Just last week, the brand launched its intimate care category to address the unique needs of sensitive areas. The launch included 'Ingrown hair and tone corrective drops' and 'over and under cream-to-powder body deodorant' to address concerns such as ingrown hairs and irritation, while supporting all skin types and tones. 

As part of the launch, Kiehl's unveiled a campaign featuring authentic imagery of models with visible pubic hair, challenging conventional beauty standards. Unfortunately, some of the visuals were censored in select store windows and on social media. 

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In response, Kiehl's revealed three visuals with headlines formed entirely from pubic hair. The headlines were "Our photos of models with pubic hair were censored, so we removed the models", "Pubic hair don't care" and "Apologies, we won't show pubic hair every again". 

The visuals were shared across the brand's digital platforms and brings attention to the importance of embracing diversity and destigmatising conversations about the human body. In one Instagram post, the brand said that "A little censorship won't stop us from taking care of all skin from head to toe. Including those with pubic hair." 

Another Instagram post was a storytime of the censorship, and revealed that its pubic display type font was carefully hand crafted and trimmed. In addition, the brand said in its caption that "nothing will stop us from celebrating all skin, hairy or not." 

"As trusted skincare experts since 1851, Kiehl's understands that all skin deserves respect and care, including our intimate areas," said Kiehl's global brand president Jon Sáenz.

"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imagery underscores our commitment to honest conversations about body hair, and our private parts, and challenging outdated societal taboos. Pubic hair is a natural part of the human body, and there is no reason to feel uncomfortable with it. We believe in providing solutions for all skincare needs, without exception," added Sáenz.

The human body and intimate parts of it have always been a point of contention in ads. In January last year, the Advertising Standards Authority banned a Calvin Klein ad featuring British singer FKA Twigs for irresponsibly objectifying women and portraying the singer as a "stereotypical sexual object".

The ad, which includes a poster first seen in April 2023, featured FKA Twigs wearing a denim shirt that was drawn halfway around her body, leaving the side of her buttocks and half of one breast exposed. In response, Calvin Klein told the ASA that the ad was similar to other ads they had been publishing in the UK for many years. It argued that the images were not vulgar and were of a confident and empowered woman who had chosen to identify with the brand, and that the ads contained a progressive and enlightened message.  

Interestingly, personal care brand Dove's "Raise your arms" initiative in April 2024 did not meet with much pushback. The campaign encouraged women to join its movement to celebrate their underarm as a symbol of bravery and confidence by using the #freethepits hashtag. 

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