To promote Kiehl’s expansion into the intimate care category in 2024, including the launch of Ingrown Hair & Tone Corrective Drops and Over & Under Cream-to-Powder Body Deodorant that address common concerns such as ingrown hairs and irritation, the brand created a campaign featuring visible pubic hair on models.
Social media got talking – some of it positive, some not. All fine by Kiehl’s. Conversation is good. But Kiehl’s became angry when some visuals were censored in store windows. Rather than back down, the brand fire up its determination to break taboos and stigmatisation. It turned the problem into a challenge, and an opportunity to amplify its message.
So on January 22, 2025, Kiehl’s introduced three new striking visuals featuring bold headlines formed entirely from pubic hair:
- “Our photos of models with pubic hair were censored, so we removed the models.”
- “Pubic hair don’t care.”
- “Apologies, we won’t show pubic hair ever again.”
The visuals and the brand’s stance were shared across Kiehl’s digital platforms.
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