This morning we published the following article. Since we published, and were inundated with comments in agreement of our point, Veet have removed the advert from YouTube.
We contacted Veet for a statement and they had the following to say: "While the current advertising campaign for VEET running in the USA has been well received by most consumers who appreciate its wacky, tongue in cheek humour, it has also provoked a great deal of comment.
We take our responsibilities very seriously and the ad was carefully reviewed before it aired. However we are very concerned by any misinterpretation of its tone or meaning, and in the light of the feedback received we have decided to withdraw it.
We would also like to apologise for any offense it may have caused. That was certainly not our intention."
Ask any woman and she'll agree that shaving is a total faff. For starters, it's much easier to do it in the bath than in the shower. But most of us don't have the time, so we stick to showers, provided the water pressure isn't akin to an elderly gentleman spitting from a 10-foot diving board.
So, let's just say you've gone through the rigmarole of having a wash, you've shaved but now if you don't moisturise properly you'll get the dreaded dry legs of doom (and no one wants that). To avoid it, you have to set aside an inordinate amount of time using fancy cream, when you could be doing something more fun, like eating cheese. See, it's a total faff. From start to finish.
Of course, there are plenty of other methods of hair removal: you can opt for waxing (hello pain like you've never known), then there's depilatory cream but it smells a bit like when you accidentally burn your hair (it happens more than I care to admit). You could also go for laser treatment but not if you ever want to buy a house and you're not lucky enough to be a millionaire.
This is all before we've even got onto the subject of ingrown hairs.
So what am I telling you exactly? Well, despite the fact that hairless women are (apparently) sexier, the methods by which we get there are not.
As a result, I don't always shave my legs. I don't even always shave my armpits. Especially if it's in winter. Why would I? It takes up too much time when I could be watching more House of Cards (or eating cheese. Or ideally, both).
I know that if I'm wearing a sleeveless top and I haven't been arsed to de-fluff my body, going all Julia Roberts is no big deal.
But clearly I shouldn't be so laissez-hair about this matter. According to a new advert from hair-removal brand, Veet, which is promoting its new wax strips, women should be embarrassed if they haven't removed their "excess" curlies.
In their video spot, which you can watch below, they suggest that if you don't get rid of your pubes, you'll feel like a bloke, and your man will not only find you unattractive, he'll recoil in horror if you're a bit stubbly. Their tag line irritatingly reads: "Say no to dudeness! Don't wake up with a stubbly surprise, feel womanly around the clock."
But I do still feel womanly if I haven't waxed, thanks Veet. As far as I'm aware, I didn't undergo a sex change by not traumatising my hair follicles.
More frustratingly is that I thought this debate had already been done.
Various women's magazines, here and elsewhere, have discussed the numerable permutations of what your choice of hair removal means, and how it reflects you as a woman and a feminist. And always it comes down to this: it's a individual's choice and how they feel about their own body. No one else should have a say on the matter.
We don't need any brand telling us we're disgusting because we haven't used their product. Admittedly, I'll still use hair removal products from time to time, but no one can tell me whether I should or shouldn't. So, stop with the shaming already. We've moved on now, haven't we?
(Words: Elinor Block)