Feminine hygiene brand Libresse withdrew an advertising campaign from various channels explaining that it was not the brand’s intention to offend any woman or the community. said in a Facebook post that he has always stood up for all women and that his intention is to encourage all women to embrace their femininity and their full potential.
“Thank you very much for your valuable feedback. We understand your concerns and have removed special ad from various advertising channels. As an inclusive brand, we value every voice, we actively engage with community members who have expressed their points. of view and shared their advice with us. We listen and we care, “said the brand.
The campaign in question was its recent V-Kebaya Limited Edition range which brought V-Zone’s confidence and femininity to life with a modern take on Nyonya kebaya floral designs. Produced in collaboration with the design agency Muma Malaysia, the brand has reinvented the Nyonya kebaya chrysanthemum and peony patterns with the vulva as the heart of the floral embroidery. Aiming to normalize the taboos of the V-Zone, the brand wanted to convey the message to women that they should be proud and confident in their own skin, whatever their shape, size or cultural diversity.
Libresse released the statement after the religious non-profit organization YADIM Muslim Women’s Council (MAYA) called out the brand for abusing the image of a woman’s private part on an advertising design for its sanitary products, calling it “dishonor for women”.
“To promote it widely as a motif on your sanitary napkin packaging, a design on our national kebaya heritage in your V-Kebaya campaign, and as origami in your Know Your V campaign are also seen as exploitation of the bodies of women in the publicity, ”said MAYA President Safinar Salleh.
She added that the campaign “clearly undermines the dignity of women and violates standards of decency in Malaysian society”. “Openly displaying the vulva pattern on clothing, packaging, bags, origami and other items is not acceptable in our culture nor permitted according to our religious values,” Safinar said.
She added that the Know Your V campaign to raise awareness about menstruation pays unnecessary attention to private parts of the body and distracts attention from the scientific explanation that the menstrual process is rather related to the uterus. “Therefore, we urge Libresse Malaysia to immediately withdraw this promotion from all press, digital and social channels,” Safinar said.
Libresse also received backlash from another nonprofit named Wardah Media, which asked why women’s private parts should be openly shown and that it was unreasonable for the brand to turn the private part into something. that would attract buyers.
Wardah Media also referred to the brand as “promoting porn”. “Can you imagine what a man’s imagination would be like when he saw the pattern on the flowers? Apart from that, it is also an insult to Malaysian women because they use the flower pattern on the face. national dress – the kebaya, “Wardah Media said. He also called for a boycott of Libresse and urged the brand to stop advertising, adding that it is discrimination against women. A + M has contacted Libresse and Muma Malaysia for comment.
Libresse’s Facebook post has had 478 reactions, 239 comments and 86 shares at the time of writing. Several consumers have expressed support for Libresse’s V-Kebaya Limited Edition line campaign and some have said they like the creative execution. Some also praised Libresse for constantly pushing the limits and being creative. Other netizens also thanked Libresse for taking consumer feedback into account, while a few said it was a shame the brand had to adhere to a patriarchal narrative. Netizens also took to Twitter to show their support.
This is not the first time that the brand has pushed the boundaries in its campaigns. Libresse believes that girls are not born ashamed of their bodies and intimate areas, but rather internalize societal taboos that limit their self-confidence as they age. In June of this year, he worked with Muma to create the Stationer-V Box, a stationery rack designed to move emergency pads out of bottom drawers and onto desks. The box has a main compartment for office stationery and a lower compartment where emergency stamps can be safely stored. In a menstrual emergency, a pen can be removed from a pen hole that locks the tampon compartment.
Three years ago, the brand covered the other side of the coin by educating men in its “Men-struation” campaign, which sought to reframe what periods are in men’s minds to improve understanding between women and men. men in their lives, creating a stronger affinity for Libresse in their target audience.
Join our Asia Digital Marketing Conference which will run from November 9, 2021 to November 25, 2021 to learn more about upcoming trends and technologies in the digital world. View the agenda here.
Libresse adds a Peranakan touch to feminine care products
Libresse wants women not to hesitate to talk about their period with a stationery box
Libresse urges Malaysians not to fear private issues with “Know your V”
Spa Esprit Group creates an art exhibition on the theme of the vulva
Libresse Malaysia capitalizes on vintage euphemisms in fun new campaign
Libresse seeks to educate men with the “Men-struation” campaign