“All the advertisements are hoaxes, but in the case of waxing, look, they don’t even bother to hide the hoax.” That’s what a consumer told me when we talked about the ads for depilatory products. Ads for blades, waxing creams or wax strips to use at home hit television and the Internet in droves during the summer, becoming one of those products that try to take advantage of the pull of the season. Like ice creams, feminine hair removal products have their golden moment in the summer months.And if there is something that characterizes hair removal ads, it is that they play with a kind of false reality to connect with their consumers. One of the protagonists of the story has to wax for some pressing reason (for example, she wants to go to the beach), after not having done it before.In fact, one of the recurring elements in the narrative is that of the character who confesses that he cannot do anything because he has not waxed, to which the friend recommends the product is a question that it is always fast, efficient and takes – or so the friend repeats – even the smallest hairs.Hence the ad usually happens to the moment in which the protagonist one faces that express waxing before going out on the street. We know that you will end the advertising seconds with hairless legs, but also that there are really no hairs in the way when you plant a blade, cream or wax strip in hand. Advertisements for hair removal products sell the ‘solution’ but never see the ‘problem’.
Not showing hair is one of USA WhatsApp Number List those unwritten rules, as is using pastel colors in pad and tampon advertisements and showing your absorbency with a strange blue liquid. The blue liquid began to appear in advertisements in the 90s, with a certain scientific and clinical air, and it became not only one of the most ridiculed aspects of advertising for feminine hygiene products but also one of the elements that established the key taboo of tampon and pad advertising . Whatever happened, you shouldn’t use the color red.The taboos of advertising When a British campaign did it not long ago, starting from the idea of ”breaking the taboos that keep women trapped”, it quickly went viral around the world. Evax had launched a campaign in Spain at the beginning of the century (viral before the time of the virals) starring a woman dressed in red, who approached her ‘victims’ with a “hello, I’m your menstruation!” which became popular.
The British campaign, which ended with the clinical blue color, became something of a touchstone. Consumers were fed up with those old ads that showed a sweetened and unrealistic version of the product. The satiety could have already reached the ads for depilatory products as well.It is no longer just that the ads show an absurd reality (who would wax without hair to wax ?, as one consumer pointed out) or that they are unconvincing (as another consumer explained, those ads only make you wonder if the product will end really working), but they are also quite ridiculous in the world in which the consumers they are trying to conquer move.Women have hair, as women themselves have begun to make more and more clear in the media or social networks.
They may or may not wax, but whatever they do, the ads for depilatory products are still playing with the same codes as when mass production of hair removal products began, and with the same taboos.The ad where real hair is waxed And like sanitary napkin ads, a company just launched a new kind of advertising and has just gone viral because of it. Billie, a razor campaign for women (which has one of its identity points in fighting the pink tax), has launched the Project Body Hair campaign. They have donated photos of women with hair to the popular royalty-free photo site Unsplash and launched a campaign with a video ad in which, for the first time, a woman is actually seen shaving. The blade is not passed through a hairless leg, but through a real leg.