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

Muslim witness of Westminster attack responds to Islamophobic trolls

A picture of the woman walking on Westminster Bridge has been shared widely

by Nicola Colyer
24 Mar 2017

Bright, beautiful and bold Easter cake inspiration

Stylish bake ideas to nick and claim as your own

by Amy Swales
24 Mar 2017

An Avengers-style Disney princesses film could be in the works

24 Mar 2017

All the new emojis set to light up our keyboards

From breastfeeding to broccoli

24 Mar 2017

There's a sex side-effect which benefits you for 48 hours, study finds

It's all about what's known as the sex "afterglow".

by Hayley Spencer
24 Mar 2017

This is how much the houses in Big Little Lies cost

Spoiler: they're VERY expensive.

by Hayley Spencer
23 Mar 2017

Scientists reveal why you need to stop flaking on plans with friends

Don't flake it 'til you make it

by Kayleigh Dray
23 Mar 2017

Revealed: the number one reason that women break up with their partner

The truth hurts

23 Mar 2017

Been zombied? There’s now a name for this confusing dating behaviour

It's time to talk about the zombies of the dating world...

23 Mar 2017

10 female anthems to share with your mum this Mother's Day

The most moving anthems about motherhood by our favourite female artists.

by Alice Vincent
23 Mar 2017