THE WHAT? Gillette Venus has launched its Venus for Pubic Hair & Skin Collection alongside a new campaign, #SayPubic, which aims to encourage women to use the anatomical term. 

THE DETAILS The new range includes a razor, exfoliant, shave gel and serum and has been designed to address the specific needs of the pubic area.

According to a press release, the products can be used either a regimen or individually to cater to a woman’s needs. 

The complementary campaign follows new findings that half of U.S. women think it’s more accurate to use anatomical terms, like pubic, yet only 18 percent of women are using them. 

Venus took to Instagram to launch a new video that looks at a day in the life of an undesirable hair. 

THE WHY? Through the campaign and new product launch, Venus ‘hopes to start a dialogue around normalizing correct anatomical language, like pubic, in an effort to destigmatize female pubic grooming. Because pubic is not a dirty word, and your pubic hair and skin deserves its own care.’

MyAnh Nghiem, Gillette Venus Communications Director, said, “With over two decades of research and scientific development in women’s hair and skin under our belt, literally, we know that grooming means something different to every woman. Our new collection not only offers women more options for pubic grooming than we ever have before, but starts a new conversation about using language that accurately and respectfully represents the female body.”