I think it looks kind of useful. But that's just me. I hate that little mini-tree in the commercial though. Apparently I'm an unruly garden plant? nice...

C'mon now ladies... those bushes won't trim themselves!! Or will they? Because according to this commercial bushes can magically suck it in, so who really needs trimmers?

Something else for my mom to "helpfully" send in care packages to show that she disproves of my grad student-hippie ways.

I don't think Courtney is in any way saying that its not ok to use something like this, or to do whatever you want with your pubic hair. She is simply pointing out that while some of us may choose to landscape, as it were, many women feel they HAVE to do this to be seen as feminine and clean and desirable.

You won't see many commercials out there for some sort of shine serum to spruce up and fluff a full head of pubic hair. I mean not the best example, but hopefully you get what I am trying to say. Women shouldn't feel shamed into this.

I kept waiting to see this show up on Feministing!

I am 63. For most of my adult life, I knew no women who "spruced up" Childbirth activists fought hard to eliminate routine public hair shaving before childbirth. Everyone agreed it was degrading, unnecessary, uncomfortable.

What has changed? People have speculated that porn has played a significant role in this new women's grooming expectation.

A trimmer does sound useful since I have no interest in shaving down there but trimming, yes, sometimes. I wonder how it works. I've shaved the bikini line area and it grows back really quickly so I can't imagine keeping that up. I really wonder how the idea of needing to shave down there started. I don't notice the hair during sex but I guess that's what I'm used to.

When I hit puberty, my mother tersely handed me a razor and instructed me to shave my armpits and "down-there" (her word) monthly. This is why: http://www.islamweb.net/ver2/Fatwa/ShowFatwa.php?lang=E&Id=90908&Option=FatwaId

Keep in mind that at age 11, I had never shaved anything, and I was somehow expected to know how to shave my pubic area. It was painful and traumatic, but I kept it up because Allah wanted me to. One of the first things I did when I lost my faith was to stop shaving my pubic hair, which was so liberating: no irritation, no itchy re-growth, no clogged razors. I elected to occasionally trim instead (which is why this new razor is pretty appealing to me). There's a monologue in the Vagina Monologues about a woman who resists shaving, and I relate to her a lot. In the end, though, it really ought to boil down to personal choice, which is what some women lack, I'm afraid. So many women I talk to think their vulvas are disgusting and their hair-removal obsession is just an extension of that, or have partners who implicitly mandate that they "keep it clean."

Is New Jersey trying to ban bikini waxing as a business? Because I don't see any way they could keep people from doing their own bikini waxing at home. It does seem like a silly thing to ban. People should be able to make their own decisions. If they're worried about safety, they could make some sort of review board that makes sure the businesses are doing it safely.

I actually thought the product in the ad looks useful. I'm not offended by the bush thing-- I thought it was a clever way to get at what the product is for without actually showing any pubic hair.

I actually would like to know how to shave properly down there, just to try it. I might not keep it up but I'm curious to see what it feels like. Unfortunately, I seem to be a failure at actually doing it. When I was younger I tried some of those wax it yourself strips and gave up immediately because it hurt so much. I've tried shaving the edges before, but it feels raw and uncomfortable and it itches and stuff when growing back in. I don't know why, since it doesn't bother me to shave my legs or armpits. Perhaps I'm using the wrong kind of razor (I always buy the cheap disposable ones). At this point I do a little trimming with scissors and leave it at that, but I would like to be more confident shaving just around the edges for bikini season. I probably wouldn't shave the whole thing, but it makes me uncomfortable in a bathing suit if I'm worried about it slipping a tiny bit at the edge and showing hair. I've always wondered about women who say they like shaving there-- doesn't it hurt? Do you shave EVERYWHERE? Because some of that skin is way more sensitive than other skin.

I agree that its bad in general that women feel pressured to shave down there. When I was first in college I kept wondering whether I was supposed to be doing that and whether the first guy who saw me naked would be repulsed that I didn't. But I had some close guy friends that I asked about it and they told me not to worry, that any guy I was dating would know I was inexperienced and wouldn't expect me to be doing anything like shaving or waxing. They also told me guys have totally different preferences, or no preferences, and so there's no point worrying about it.

Not sure I care what the guy's preference is, since it's her body (in a hetero relationship) but doesn't a guy they risk roughing up his precious bits on stubble if his partner doesn't spend half her life maintaining a smooth shave? I'd take natural any day.

Think of all the man-hours (pardon the phrase) wasted on shaving in this nation, in one year alone. We could have cured cancer fifty times over by now.

Of all the ads posted here, this one struck me as the least offensive. At least they're acknowledging that women actually HAVE pubic hair, as opposed to the totally hairless expectation that I feel is more prevalent, at least in my (~20 year old) age group. They're encouraging experimenting with different styles of pubic hair (though I don't know how I'd make my pubic hair into a circle) rather than just assuming it's dirty and gross and getting rid of it all together. And this product does seem pretty useful (though probably way overpriced). I did actually find the bush visual kind of funny, reminiscent of that (Australian I think?) ad with a cute Beaver hanging around with a woman going to the beach, getting a manicure, etc.

Of course, it's all part of the beauty myth/patriarchal standards, so I guess the level of "well, it could be much worse!" is sort of irrelevant.

Oh but it's so much more than porn...recall the anecdotal tale of one Victorian writer, John Ruskin, whose sum total of exposure to the nude female was classic statuary, and when was the last time you saw Venus sporting a bush? The anecdote claims Ruskin ran screaming from his bridal chamber horrified by his wifes pubes.

And to think, people had been shelling out for merkins all those years.

Actually I was wondering when this would show up on Feministing. I was checking out at the grocery store and saw the display of the *exact same* razor trimmer combo I already owned, as I purchased the dude version in black, in pretty pretty aqua and thought "Oh so, what? You couldn't by a black one? It's got to be aqua? Man they just took one product, changed the color and then for some reason, will be getting more money."

I myself am a fan of the clippy thing, only because thanks to my south eastern European heritage I am the recipient of a hearty, voluminous thigh engulfing bush, but I sort of like wearing shorts, and I'd rather people not stare, so I just get rid of the problem. But I'm damned if I do damned if I don't, shaving's a nightmare, waxing becomes an extended nightmare.

I remember a particularly awkward Religious Summer Camp Moment where a formerly homeschooled girl was ready to rock out in the lake for swimming, but lo and behold there was pubic hair peeking out of the bikini line of her very modest swimsuit, and the female counselors swept her away for a lecture on "female modesty" lest she tempt the lads with her stray pubes. She had a very hard time looking anyone in the eye at camp after that, which was really awful.

Equating the female body with wild, uncontrollable "nature," anyone?

Regarding why this is a trend to begin with, I have read about two theories from my various women's studies texts over the years. One is the idea that it makes women appear younger, more like a girl than a full-grown woman, in the same way a high-pitched voice, skinny body and meek manner does, because thats what many men find sexually appealing. And following along with that, the other theory is that a full "head" of pubic hair as a sign of womanhood is threatening to men. Anyone have any thoughts on that?

I don't find this commercial objectionable at all. At the end they say "whatever your style." Many women (as shown in other comments here) like to be hairless down there. This is a product that they will find useful. It looks pretty nifty to me, since I trim but don't shave.

Additionally, I don't think the media really ever weighs in on this issue. When I was an insecure teenager worried about losing my virginity, I was very unsure about what to do with my hair. I knew to shave enough so it doesn't poke out of bikinis, but no magazine or anything would tell me whether my hair should stay or go. It was the derisive comments other girls (or boys) made toward female pubic hair that clued me in to what was the standard.

I actually like this commercial!! The bush isn't something gross to be offended by, and the animation trimming them is kind of sexy and pretty!

It even throws in a "whatever your style" at the end!

Trimming the hair down there isn't ALWAYS about sex or men or aesthetic appearance but sometimes it is.

I really liked how this commercial said NOTHING of men and actually didn't show any women cuddling or being seductive to imply that you would be doing this for romance/partner. The women are happy, active and being friendly with eachother.

I think it's great and got the point across in a very clever way!

Round these parts, women don't shave. It's pretty normal to be natural and at most, keep the bikini line clean so bathing suits can be worn. That's about it. It's also a social pressure issue (public bathing and such are common, and conformity is key) but for some reason I find something better about conforming by NOT altering your body than conforming by wasting a lot of time shaving hair that actually serves a purpose.

Buuuuut while it's the norm, I've had to deal with a lot of guys from the US, UK, etc. whining about how women here are so HAIRRRRRRRY OH MY GODDDDD. Talking about how they can harass/convince their gfs into shaving. If there's one thing I can't stand it's men talking about how they can convince women to endure itchy, burny bits for their own pleasure.

I understand some women in the world do enjoy shaving/waxing. Fine. I don't get it, but fine. Just don't try to convince me that I need to do it, or that "everyone else does it" so I should too. I once was using one of those hair-melting creams (veet or whatever) and for legs it was fine. Armpits, fine. But I got a centimeter too high on my thigh and for the next week had to endure the painful, itchy rash of re-growth. You couldn't pay me to do that, especially not for a man.

I don't wish to offend anyone, because I normally LOVE the comments Feministiing makes about ads. But this one does not strike me as bad enough to warrant a blog post; it's not particularly sexist, any more than a Gilette men's razor advert anyway. I get the symbolism, but it doesn't offend me. I can't stand it when women feel they have to wax everything off, it's neo-paedophilic, but really, this IS only a bikini trimmer. And I think by focusing on such small things, it's possible to harm the cause of feminism, by making people think that we're petty. Normally, small issues are important to focus on, but this is not, in my opinion, offensive enough. Trimming is very regular in a way that shaving everything off, justifiably, is not.
Trimming the hair down there is, for me, just about being able to conform in a swimsuit, and I think the advertisement is fine. If you're going to attack this advert you may as well attack EVERY make-up commercial that essentially conforms to the desires of men.
And that's not a route I want to go down, as a feminist.

Did anyone read the article accompanying the New Jersey piece?

Arguments from women interviewed include:
"Why would anybody dictate to you what you can and cannot do? This is something personal,"

"It's a woman's body. If she wants to get it completely waxed then that's up to her, it's her choice to do that, so I don't know why it would be illegal,"

It sounds like they're talking about something much more monumental--like abortion--rather than waxing.

I think the ban does have more to do with health and safety concerns, but I'm inclined to think they should just place restrictions rather than a ban. I know a lot of waxing places also have problems with setting age limits and enforcing them for minors, for maybe this is a response to that as well...

Well said Megan. How unfortunate that once again women pick the wrong thing to get pissed off about. Men do shave for women, they hit the gym, buy, buy, buy and jump through many hoops just to get the attention of women. They are not even sure how to shake a woman's hand properly because she may get offended. Or heaven forbid they try to be polite and open a door for a feminazi bitch! Why is it ok for a women not to be attracted to a fat hairy guy and if a guy does not want to be with a fat hairy girl, he is a "shallow Hal". It's not a big secret that women have more mental ability than men (their minds are not constantly consumed with procreating. Too bad most women are busy "Feeling" instead of thinking. I'm sorry this does not "feel" right to some of you. Guys are simple... Good hygiene is important to keep a clean professional man. Get off the cross already find a worthy cause to get your big burlap panties in a wad about. There are plenty!

Personally, I didn't find the ad all that offensive. The next ad that comes up in the related videos, however, is a different story. It depicts a woman being so distracted by a man that she ends up falling off a treadmill and injuring herself. Not funny and blatantly sexist.