Jump to Main ContentJump to Primary Navigation

What Do You Call It?


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



Divorce drives women to have 'intimate' surgery


Caitlin Moran's guide to being a modern feminist


50 essential feminist books



Autumn interiors: centrepieces and decor ideas for the cosiest season

It's all about hygge homeware

by Amy Swales
28 Oct 2016

No more intimidation: tackling anti-abortion protests outside clinics

Stylist talks to Dispatches presenter Cathy Newman

by Sarah Biddlecombe
28 Oct 2016

Fancy a free bowl of gourmet porridge this weekend?

From bacon brunch bowls to blueberry pie…

by Kayleigh Dray
28 Oct 2016

5 simple ways to manage the stress of modern life

From letting go of FOMO to saying no

by Chloe Brotheridge
28 Oct 2016

Hot gin recipes to warm your cockles on Bonfire Night

The perfect boozy treats for a chilly evening…

by Kayleigh Dray
28 Oct 2016

Love gin, cake and Christmas? Do we have a bus tour for you...

Does exactly what it says on the tin

by Amy Swales
28 Oct 2016

Bake Off’s Jane and Candice debut hair makeovers ahead of road trip

So Jane and Candice look nothing like this anymore…

by Kayleigh Dray
28 Oct 2016

Heathers fans, the TV reboot has finally unveiled its new cast

So… who’s playing Heather?

by Kayleigh Dray
28 Oct 2016

The easy bake that makes you look like an expert

Low on effort, high on style

by Amy Swales
27 Oct 2016

This badass Bake Off star has shaved off all her hair

And she looks phenomenal

by Kayleigh Dray
27 Oct 2016