Libresse, a female care and hygiene model owned by Vinda, has pulled a marketing campaign in Malaysia that featured photos of vulvas (pictured above) on its sanitary product packaging interpreted into flower motifs. The V-Kebaya Restricted Version Vary, which launched in early September, is impressed by Nyonya-style kebaya outfits and executed by artistic company Muma Malaysia.
Deenie Ong, advertising supervisor for the model, stated in a launch through the launch of the marketing campaign:
At Libresse, we goal to create a world the place girls can stay the life they need by breaking V-zone taboos, and that begins with realizing and loving the V-Zone… Let’s normalise V-Zone taboos in an open, optimistic and respectful method by encouraging girls to embrace this lovely a part of their physique, collectively.
Nonetheless, an announcement by Safinar Salleh, chairperson of Yadim Muslim Ladies’s Council, sparked a backlash on social media final weekend. The assertion reads:
To misuse a picture of ladies’s personal half on the commercial design of your sanitary merchandise is a dishonour to girls. This promotion clearly undermines the dignity of ladies and violates the norms of decency in our Malaysian society.
Salleh went on to induce Libresse to drag its marketing campaign instantly. The assertion drew consideration to the marketing campaign and the model launched an announcement on Friday (Sep 17) that it has withdrawn the advert from varied channels. An excerpt of the assertion reads:
We now have at all times stood for all girls and our intention is to encourage all girls to embrace their femininity and full potential. As an inclusive model, we worth each voice and we’re actively partaking with neighborhood members who expressed their views and shared their recommendation with us. We’re listening and we care.
Following Libresse’s determination, many on social media—together with politicians and celebrities—defended the model and slammed Salleh’s feedback.
Are you offended? As a result of I positive am not. https://t.co/wqZ2em0ipA
— dyana sofya (@dyanasmd) September 18, 2021
I’ve stated this as soon as and I’ll say it once more: Libresse is the one model in Malaysia that doesn’t sugarcoat menstruation. Their advertisements and campaigns are academic and inventive. Interval. https://t.co/pIZ0izwdlS
— 24601 (@saraahhzulkifli) September 19, 2021
This assertion simply makes me wish to purchase @Libresse_MY– illustrating feminine menstruation merchandise w *shockGASP* visible allegories for feminine genitalia is
Save this vitality for addressing teen being pregnant & child dumping, little one marriage, CSE for college students AND problematic lecturers pic.twitter.com/HBKRlwWfem
— Tehmina Kaoosji (@TehminaKaoosji) September 18, 2021
Libresse did nothing mistaken. pic.twitter.com/2rsDMBTSYk
— mentally hilarious #AntiTaliban (@TerryDieHeiden) September 19, 2021
Prior to now, Libresse has at all times been one to push the boundaries of conventional advertising round female care merchandise and is among the first few manufacturers to function actual blood in its campaigns. In a 2018 Malaysia marketing campaign known as Males-struation by BBDO, the model tries to defy standard notions of what constitutes manliness by trying to coach males about durations and ladies’s our bodies. This UK marketing campaign, additionally from 2018, options objects equivalent to coin purses, seashells, and fortune cookies standing in to signify vulvas in a enjoyable musical medley.
One of many model’s most iconic campaigns, Womb Tales, used fascinating animation kinds to showcase the journeys of two girls: one who decides to not have youngsters and one other who struggles to conceive and faces the trials of IVF and miscarriage. Additionally featured are a personality who has endometriosis, an older girl going by means of the menopause and a lady who will get her interval for the primary time. The 2020 marketing campaign, created for the UK market, went on to win 4 Cannes Grand Prix.
