Fair's fair: Let's have body hair equality

Beauty products should make us feel better, not worse. The sooner that the likes of Veet drop their outdated gender agenda, the better

Share

Recently I wrote about gender stereotyping around kids’ products following the hoo-ha around nine-year-old Grayson Bruce’s My Little Pony lunchbox. Grayson, if you’re reading this, I hope you’re using your colourful horsie lunchbox again, and I’m afraid that you’ll have to continue dealing with this rubbish until you grow up. And annoyingly, gender stereotyping carries on well into our adult lives. Just look at all of the tech products made in small, pink versions so that us little ladies can cope with them.

The latest gender-stereotyping ad to take the notions of equality, modernity and sensitivity and chuck them in the bin is by hair-removal dimwits Veet. They’ve just engaged in some classic and insulting fearmongery to hawk a few more products over in the States.

In order to make some hair-free dollars, they told their audience to wax or shave or “risk dudeness”. If you don’t look like a conventional woman, say Veet, you must look like a man, which is stupid to the point of odd. One scene showed a man waking up next to his lover, transformed into a man after not waxing. Both are horrified. Homophobia – tick! Then a taxi driver refuses to take a female passenger because she hasn't shaved. Is that the criteria these days? What a mission. I think I’ll stick to the bus.

The ad received acres of criticism on Veet’s Facebook page and their response was laced with recalcitrance. “Not everyone shares our sense of humour,” they sniffed, possibly whilst trying to hail a taxi with their smooth legs.

Veet, like much of the beauty industry, aren’t just reinforcing outdated standards for women. They’re missing a rather large point – that men get stuff done too. They just don’t tell anyone about it. Men get waxed and shave and even have laser hair removal. Some blokes are more sensitive about their body hair than some women I know. They also use make-up and face masks. Meanwhile many women are opting out of hair removal altogether. There are no gender boundaries when it comes to personal appearance these days. Veet, where did you hold your focus groups for your advert? The 1950s?

Beauty products should make us feel better, not worse. The sooner that the likes of Veet drop their outdated gender agenda, the better. They might want us to look like Barbie but they forget – Ken is just as smooth.

React Now

Latest stories from i100
Have you tried new the Independent Digital Edition apps?
iJobs Job Widget
iJobs General

SThree: Trainee Recruitment Consultant

£20000 - £25000 per annum + OTE £45K YR1: SThree: At SThree, we like to be dif...

Guru Careers: Software Developer / Web Developer

£30 - 40k + Benefits: Guru Careers: A Software / Web Developer (PHP / MYSQL) i...

Guru Careers: Account Executive

£18 - 20k + Benefits: Guru Careers: An Account Executive is needed to join one...

Guru Careers: Software Developer / Software Engineer

£35 - 40k + Benefits: Guru Careers: A Software Developer / Software Engineer i...

Day In a Page

Sepp Blatter and Vladimir Putin. Was Russia awarded the 2018 World Cup unfairly?  

Fifa arrests: Is it the final whistle for corruption in world football?

Mary Dejevsky
Blundering Tony Blair quits as Middle East peace envoy – only Israel will miss him

Blundering Blair quits as Middle East peace envoy – only Israel will miss him

For Arabs – and for Britons who lost their loved ones in his shambolic war in Iraq – his appointment was an insult, says Robert Fisk
Fifa corruption arrests: All hail the Feds for riding to football's rescue

Fifa corruption arrests

All hail the Feds for riding to football's rescue, says Ian Herbert
Isis in Syria: The Kurdish enclave still resisting the tyranny of President Assad and militant fighters

The Kurdish enclave still resisting the tyranny of Assad and Isis

In Syrian Kurdish cantons along the Turkish border, the progressive aims of the 2011 uprising are being enacted despite the war. Patrick Cockburn returns to Amuda
How I survived Cambodia's Killing Fields: Acclaimed surgeon SreyRam Kuy celebrates her mother's determination to escape the US

How I survived Cambodia's Killing Fields

Acclaimed surgeon SreyRam Kuy celebrates her mother's determination to escape to the US
Stephen Mangan interview: From posh buffoon to pregnant dad, the actor has quite a range

How Stephen Mangan got his range

Posh buffoon, hapless writer, pregnant dad - Mangan is certainly a versatile actor
The ZX Spectrum has been crowd-funded back into play - with some 21st-century tweaks

The ZX Spectrum is back

The ZX Spectrum was the original - and for some players, still the best. David Crookes meets the fans who've kept the games' flames lit
Grace of Monaco film panned: even the screenwriter pours scorn on biopic starring Nicole Kidman

Even the screenwriter pours scorn on Grace of Monaco biopic

The critics had a field day after last year's premiere, but the savaging goes on
Menstrual Hygiene Day: The strange ideas people used to believe about periods

Menstrual Hygiene Day: The strange ideas people once had about periods

If one was missed, vomiting blood was seen as a viable alternative
The best work perks: From free travel cards to making dreams come true (really)

The quirks of work perks

From free travel cards to making dreams come true (really)
Is bridge the latest twee pastime to get hip?

Is bridge becoming hip?

The number of young players has trebled in the past year. Gillian Orr discovers if this old game has new tricks
Long author-lists on research papers are threatening the academic work system

The rise of 'hyperauthorship'

Now that academic papers are written by thousands (yes, thousands) of contributors, it's getting hard to tell workers from shirkers
The rise of Lego Clubs: How toys are helping children struggling with social interaction to build better relationships

The rise of Lego Clubs

How toys are helping children struggling with social interaction to build better relationships
5 best running glasses

On your marks: 5 best running glasses

Whether you’re pounding pavements, parks or hill passes, keep your eyes protected in all weathers
Joe Root: 'Ben Stokes gives everything – he’s rubbing off on us all'

'Ben Stokes gives everything – he’s rubbing off on us all'

Joe Root says the England dressing room is a happy place again – and Stokes is the catalyst
Raif Badawi: Wife pleads for fresh EU help as Saudi blogger's health worsens

Please save my husband

As the health of blogger Raif Badawi worsens in prison, his wife urges EU governments to put pressure on the Saudi Arabian royal family to allow her husband to join his family in Canada