What Do You Call It? - Life - Stylist Magazine

What Do You Call It?

Feminine hygiene gets even more personal

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