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Brand Strategy Haircare Waste Aware

Pube amnesty promises to help save the planet


By John Glenday, Reporter

March 9, 2022 | 3 min read

Unwanted bodily hair has become an unlikely resource to help save the planet, with skincare specialists Evolution of Smooth (EOS) teaming up with renewable resources provider Matter of Trust (MoT) to put fallen pubes to good use.

Matter of Trust

Pube amnesty promises to save relationships and the planet

The hair-brained scheme builds on the expertise of MoT in redeploying stray strands in the fight for improved water filtration and nutrient retention by harnessing organic waste as compost in the fight against soil erosion and land degradation.

Rather than ask the public to scrape down sodden bars of soap and dig around bathroom plugholes, EOS will issue a pube pouch with free shaving cream and mailing instructions to ensure your waste ends up in a farmer’s field rather than the North Sea.

To further incentivize donations, EOS will hand over up to $15,000 to further support MOT’s crusade for every pube package received at its dedicated Pube Park in San Francisco.

Bianca Guimaraes, partner and executive creative director at Mischief, said: “Who knew we’ve been hiding a sustainable solution right in our pants this whole time? Incredible. And EOS is making it so easy to put that thatch to good use that not taking part in Pubes for the Planet is basically a big middle finger to Mother Nature. Think about that next time you maintain your lower locks.”

MOT co-founder Lisa Gautier added: “When you know uses for materials, then you can sort any waste pile into a stockpile. Hair is an abundant renewable resources lesson for humanity growing in front of our eyes and poking out of our bikinis. Mother Nature doesn’t let anything go to waste – neither should we!”

Despite its unsavory associations hair is a valuable commodity in the natural world, useful for protecting seedlings as well as retaining rainwater that would otherwise soak through.

Moreover, hair is also biodegradable, releasing a steady supply of nitrogen into the ground as it decomposes.

Pubes also provide a rich vein of marketing inspiration, most notably in this ad featuring a singing follicle to promote the Gillete Venus razor.

Evolution of Smooth: Pubes For The Planet by Mischief @ No Fixed Address

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