Jump to Main ContentJump to Primary Navigation
Top

What Do You Call It?

femfresh24.jpg
femfresh22-hero.jpg

Update: Femfresh was forced to take down its Facebook page over the weekend following a social media storm that erupted over its ad campaign: namely its avoidance of the word vagina (instead using a string of what some saw as infantile euphemisms such as "froo froo" and "pom pom") and also because of questions that arose over the need for a vaginal wash at all. It comes nearly two weeks after Stylist first reported on the Femfresh campaign, as below. What do you think about the developments since then? Is it a justified response or an over-reaction? And how does it tie in with the debate already taking place in our comments section? Let us know, below.

Femfresh has been getting people in a lather with its bright and brazen vaginal wash adverts that are plastered proudly on phoneboxes, buses and in magazines across the country, with the strapline "Woohoo for my froo froo".

The company, owned by US cosmetics giant Church & Dwight, ditched discreet in favour of a life-size female model, open-mouthed with delight, alongside the line: "Whatever you call it, love it."

Aware that "froo froo" may not be the moniker of choice for many women, the company helpfully provides a list of equally kitsch labels for the female genitalia, along the lines of "pom pom", "fancy" and "va jay jay". And so on.

The brand is keen for female fans to interact with it about intimate hygiene, and life in general, on social networking sites, recently launching a Twitter page and posting updates on Facebook.

One update from the company last month read: "Summer is finally here!! Take a look at our top sunshine essentials for you and your La la."

Is Femfresh spot-on with its vaginal nicknames? Are you in proud possession of a Fancy", a "Kitty" or a "La la"? Or are you more in the Inga "C**t: A Declaration of Independence" Muscio school of thought? Do you even name your body parts?

Let us know on Twitter/in the comments section below.

Words: Anna Pollitt

Related

cosmeticsurgery.jpg

Divorce drives women to have 'intimate' surgery

caitlinmoranseconimage.jpg

Caitlin Moran's guide to being a modern feminist

FeministBooks.jpg

50 essential feminist books

Comments

More

At last - Britain's first gravy bar is coming

Finally, a proper way to enjoy chips

by Anna Pollitt
27 Mar 2017

“When are you going to get hitched?” How to tackle intrusive questions

Useful responses for the most annoying of questions

27 Mar 2017

Oh, happy day: a live Sister Act show is coming to London

Featuring a 35-piece gospel choir and full band

by Moya Crockett
27 Mar 2017

Westworld creators answer one of the big questions about Maeve

And star Thandie Newton addresses the show’s violence toward women

by Amy Swales
27 Mar 2017

Women link hands on Westminster Bridge to honour victims

Many wore blue as a symbol of hope and peace

by Anna Pollitt
27 Mar 2017

New report: endometriosis symptoms often “dismissed” by doctors

42% of women said they were “not treated with dignity and respect” by doctors

by Amy Swales
27 Mar 2017

Airline defends decision to ban girls from flight for wearing leggings

The incident was “sexist and sexualised young girls”, according to an observer.

by Moya Crockett
27 Mar 2017

Deliveroo is giving away free ice cream to make your Monday better

That's your lunch break sorted.

by Hayley Spencer
27 Mar 2017

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