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By John Glenday | Reporter

July 14, 2022 | 2 min read

Gillette Venus is reprising its reclamation of pubic discourse with a music video grabbing the short and curlies by the short and curlies.

This time around the grooming brand has enlisted the vocals of rapper Princess Nokia to get across its message – which is that none of us should feel ashamed of pubic hair, whether shaved, waxed or full bush.

’It’s Time to Care (For Your Pubic Hair)’ tackles one of society’s last great taboos by desensitizing the public to the word ’pubic’, ending the self-censorship that stifles conversations about our nether regions around the dinner table.

Sparing viewers from graphic realism through animation, the song shows that just because pubic hair clogs your drains and clings to bars of soap, it doesn’t mean it shouldn’t be celebrated, be they blonde, ginger or black.

Princess Nokia commented: ”I love that Venus is using all means necessary to get people comfortable with saying ‘pubic’. 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.”

Dana Malcolm, senior brand director at P&G, added: “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. 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.”

An encore to ‘The Pube Song‘ of 2021, the latest auditory assault again pushes the boundaries of personal care and hygiene in tandem with an expanded range of hair and skin products.

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