Jump to Main ContentJump to Primary Navigation
Top

18 Again vaginal 'anti-ageing' cream launches

18-Again-ad.jpg
18-Again-couple.jpg
18-Again.jpg
18-Again-couple2.jpg

An Indian pharmaceutical company has come under fire for releasing a vaginal rejuvenation and tightening gel called 18 Again.

Targeted at housewives with children, 18 Again is being touted as a first-of-its-kind product for women in India by the product’s makers, the pharmaceutical company Ultratech India.

Already picking up criticism in India, the launch of 18 Again is accompanied by a new TV ad produced by creative agency Curry-Nation, in which a woman dances with her husband while singing the words “I feel like a virgin”, implying that 18 Again has magically transformed her vagina back into a youthful, teenage state. As the couple’s surprised relatives look on in the ad, we’re equally shocked – as if dealing with an onslaught of messages about our ageing faces wasn’t enough, now we’re being told we have to worry about our ageing vaginas too? And let’s not even get started on the unrealistic expectation that a woman who have given birth should be expected to have the vagina of a ‘virgin’.

ABOVE: A scene from the 18 Again TV ad created by Curry-Nation

Oh wait, hang on, apparently we spoke too soon. According to Ultratech India’s chairman and managing director, Rishi Bhatia, 18 Again is actually a powerful feminist tool: “18 Again has the power and the potential to break the shackles and redefine the meaning of [female] empowerment altogether,” he said in a statement.

ABOVE: Speaking about the 18 Again ad, Curry-Nation director Priti Nair said "the product is primarily targeted at housewives with children, [so] we wanted to create a film that is tasteful yet engaging."

Riiight, and there were we thinking it was a means of making us feel significantly bad enough about ourselves that we don’t quite measure up to some mythical virginal state thought up by a marketing company, that we buy into a product that we doubtless don’t need. Silly us.

Watch the full 18 Again TV ad below...

What do you think? Is 18 Again vaginal tightening gel an important tool in female empowerment, or an unnecessary new product built on female insecurity? Tell us your thoughts on Twitter @StylistMagazine or in the comments below

Related

femfresh24.jpg

What Do You Call It?

judo-main.jpg

Worth fighting for: columnist's sexist rant

dilma.jpg

Is this the world's most powerful feminist?

Comments

More

Why millennial women should be happy – according to baby boomers

We asked women in their 50s and 60s what millennial women should appreciate about being young today by Moya Crockett

28 Jul 2016

From feminism to self-belief: life lessons Buffy Summers taught us

She saved the world (a lot), but Buffy also taught us a lot about feminism, friendship, and life by Kayleigh Dray

28 Jul 2016

#Repealthe8th: woman shares powerful teen abortion story

As pressure mounts for Ireland to review their abortion laws, one woman has shared her own story on Twitter by Kayleigh Dray

28 Jul 2016

Dislike your colleagues? It might be ruining your relationship

Newsflash: working with people we don’t like makes us unhappy. by Amy Lewis

28 Jul 2016

Spend all day sitting down? You’re more likely to die early

A new study has found that people who sit all day without exercising tend to die sooner by Moya Crockett

28 Jul 2016

Watch the first trailer for the Gilmore Girls reunion here

Lorelai and Rory fans, the first trailer for Gilmore Girls: A Year In The Life has landed by Kayleigh Dray

28 Jul 2016

Why men don’t message first on Tinder, according to science

Researchers set out to discover why men and women use dating apps differently by Moya Crockett

28 Jul 2016

Experts reveal word you should avoid when fighting with your partner

Do you use this word when fighting with your partner? Here’s why you need to stop: by Kayleigh Dray

28 Jul 2016

Women explain why they never want to get married

These women have anonymously confessed why they never want to get married by Kayleigh Dray

28 Jul 2016

Teacher quits job to become Pokémon Go bounty hunter

A woman has quit her job as a teacher so that she can cash in on the Pokémon Go craze by Kayleigh Dray

27 Jul 2016