Pad brand pulls vulva-inspired ad after religious body objects

 

A feminine hygiene products brand pulled an advertisement after a government religious foundation objected to its focus on the vulva.

Libresse Malaysia announced its decision on Thursday (Sept 16) and explained its intentions behind the campaign.

“Thank you very much for your valuable feedback. We understand your concerns and we have withdrawn a particular advertisement from various advertising channels.

“It is not our intention to offend any woman or community.

“We have always stood for all women and our intention is to encourage all women to embrace their femininity and full potential,” it said.

Libresse Malaysia added that it was actively engaging those who spoke out against the campaign.

The brand did not specify which advertisement it had pulled.

‘Exploiting women’s bodies’

The announcement came after Majlis Wanita Islam Yadim (Maya) issued a statement urging Libresse Malaysia to pull two campaigns - “V-Kebaya” and “Know Your V”.

Maya is the women’s arm of Yadim (Yayasan Dakwah Islamiah Malaysia) - a government foundation parked under the Prime Minister’s Department that is tasked with propagating Islam.

With “V-Kebaya”, the brand had launched a limited-edition line of sanitary pads with packaging that was decorated with floral motifs inspired by both the Nyonya kebaya and vulva.  

This was reportedly aimed at breaking vagina-related taboos and encouraging women to feel confident about their bodies.

“Know Your V” is part of the brand’s long-running campaign to educate women on their genitals.

This included a tutorial on how to fold paper to resemble a vulva.

By featuring the vulva in its advertising and product packaging, Maya chairperson Safinar Salleh opined that the brand had “exploited” the body part and “disrespected” women.

“To misuse an image of women’s private part on the advertisement design of your sanitary products is dishonour [sic] to women.

“To widely promote it as a motif on your sanitary pad packaging, a design on our national heritage of kebaya in your ‘V-Kebaya’ campaign and as an origami in your ‘Know Your V’ campaign is also considered as an exploitation of women's bodies in advertising,” she said.

Safinar also opined that the campaigns were not culturally acceptable nor allowed by “religious values”.

“Displaying the vulva motif openly on clothing, packages, bags, origami and other items is not acceptable in our culture nor allowable according to our religious values,” she said.

She further discredited ‘Know Your V’ objective of promoting awareness about menstruation and vaginal health.

“Having the ‘Know Your V’ campaign on awareness about menstruation (reflects) unnecessarily on such (a) private body part is diverted from the scientific explanation - as the menstrual process is related to the uterus instead,” she contended.

Libresse originates from Sweden and is known for bold advertising aimed at shattering cultural taboos or shame associated with menstruation and female genitals. - Mkini