Kiehl’s has launched a bold new campaign, “Pubic Display Type,” aimed at celebrating body positivity and highlighting the brand’s intimate care products. The campaign is designed to challenge societal taboos around body hair, featuring a one-of-a-kind font made entirely from human pubic hair. This creative response to censorship is a bold statement in favor of self-care for all areas of the body, including intimate spaces.
Kiehl’s Unveils New Campaign to Promote Body Positivity, showcasing the brand’s commitment to breaking down beauty standards and promoting inclusive skincare. The campaign builds on the brand’s 2024 launch of its intimate care collection, which includes products like the Ingrown Hair & Tone Corrective Drops and the Over & Under Cream-to-Powder Body Deodorant. These items were specifically formulated to address common concerns such as ingrown hairs and irritation, while supporting all skin types and tones.
In its earlier campaign, Kiehl’s featured authentic images of models with visible pubic hair, taking a stand against traditional beauty norms. However, some of the visuals were censored in select store windows, prompting the creation of the “Pubic Display Type” campaign. This new campaign includes three striking images with bold headlines, each made entirely of pubic hair:
- “Pubic hair don’t care.”
- “Our photos of models with pubic hair were censored, so we removed the models.”
- “Apologies, we won’t show pubic hair ever again.”
Kiehl’s Unveils New Campaign to Promote Body Positivity across its digital platforms, where the visuals aim to bring attention to the importance of embracing diversity and destigmatizing conversations about our bodies.
Jon Sáenz, Kiehl’s Global Brand President, explained the brand’s motivation: “As trusted skincare experts since 1851, Kiehl’s understands that all skin deserves respect and care, including our intimate areas. 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imagery underscores our commitment to honest conversations about body hair, and our private parts, and challenging outdated societal taboos.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.”
The campaign serves as a powerful call to embrace all aspects of the human body and to push for more open, honest discussions around beauty standards and self-care.
