How many times has this happened to you? You’re furiously ripping off your partner’s clothes in a mad, hormone-fueled dash, when you unbutton their pants and you catch a whiff of their malodorous genitals. Sighing, you zip their pants back up and tell them you’ve changed your mind, all the while thinking to yourself, “If only there were a product that could instantly remove rank genital odors…” That’s never happened to you? Well, some mastermind at Playtex seems to think it has because they just trotted out a new product to cure this problem: a wet wipe for cleaning your genitals before and after sex.
Although the product is simply another in the long line of rebranded wet wipes, Playtex’s Fresh + Sexy Intimate Wipes are the first attempt by a major company to address pre- and post-coital cleanliness (although the ad campaign exclusively focuses on the former). With clever taglines like: “A clean beaver always finds more wood” and “A clean pecker always taps it,” their message is clear: your genitals are smelly and gross and nobody will have sex with you until you deodorize them. Ironically, the opposite is true. Genitals secrete pheromones during sexual arousal that attract mates. Wiping away these pheromones may actually make you less attractive.
Although Playtex’s ads may seem novel, they actually follow a simple formula that companies have been using since the 1880s to convince consumers of the necessity of soap and mouthwash (which Julian Sikulva skillfully details in Stranger Than Dirt):
- Pinpoint a part of the body as particularly dirty
- Connect this dirtiness to social reprobation
- Offer a product that cleans the area, and, in turn, helps the aspiring consumer to achieve a cultural norm
What’s new is that our cultural norms have shifted. Instead of urging consumers to buy personal hygiene products by persuading them that cleaning their bodies will win them a spouse, companies are asserting that their products will bring consumers copious amounts of sex. Companies have been telling men this for years (see: the Hai Karate ads from the 1970s). But, for the most part, they’ve shunned sex appeals in favor of marriage appeals when selling women personal hygiene products.
Listerine Ad From 1923.
To trace this cultural shift, it’s instructive to examine the father of all orificial-odor shaming ad campaigns, Listerine’s “Often a Bridesmaid, Never a Bride” campaign from the 1920s. A typical ad from this era featured an image of a dour woman bemoaning her lack of a husband, a lack which the ad traced directly to her bad breath. But it was the prose that laid the message on thick, as this ad from 1923 shows: “Edna’s case was a pathetic one. Like every woman, her primary ambition was to marry…And as her birthdays crept gradually toward that tragic thirty-mark, marriage seemed farther from her life than ever.” Little did Edna know, the ad suggested, but it was her halitosis that was scaring away all her potential suitors. “That’s the insidious thing about halitosis (bad breath). You, yourself, rarely know when you have it,” said the ad. The ad worked because Listerine tied their mouthwash to the aspirational goal of the middle class woman of the 1920s: marriage.
Like Listerine, Playtex’s Fresh + Sexy ads shame women into purchasing their products to achieve an aspirational goal. In their most widely run print ad (shown above), an innocent beaver makes its way through the water, gazing at the consumer with imploring eyes. Next to the furry animal is this statement, “A clean beaver always gets more wood.” The implication is that women’s dirty vaginas are preventing them from achieving a cultural ideal. But instead of telling women that a cruddy cooch will stop them from attaining their dream of marriage, Playtex has a radically different message: A dirty vagina will prevent women from having a lot of sex. Playtex is implying that the 21st century woman aspires not to marriage (or a long-term relationship) but to sexual fulfillment.
Although the Fresh+ Sexy Wipes campaign is problematic, its pro-sex message represents a sliver of progress in our consumer society. It would be ideal if its sex-positivity weren’t tied into a larger message shaming women about their naturally occurring genital odors. However, the bigger problem lies not with Playtex, but with our commercial culture itself, which has succeeded by playing on our profound fears, one of the strongest of which is a fear of sexual rejection.–Hallie Lieberman