By Christiana Paradis
Oh geez I didn’t shave AGAIN last night? Well actually, if we’re being honest, I haven’t shaved all winter! I call it winter insulation. It helped keep me cozy and warm during the Polar Vortex! But apparently I’ve misunderstood what I’ve been doing; I thought I was doing what I wanted to, as a woman, but Veet has shown me the light. My decision to not shave my legs has exposed me to a whole other category, a category they’ve so cleverly named “dude.” As they’ve expressed in their commercial series the very act of not shaving makes you at risk for ‘dudeness;’ it is an act of warfare against your femininity. Though this idea has been resonated over and over again and shaving conglomerates have always tried to make women feel like their bodies were wrong if they didn’t shave, this new ad campaign sinks to an all-time low.
It implies that even the smallest amount of stubble turns you from a beautiful woman into a hairy man and that should offend you! First of all, what’s wrong with a little stubble…or a forest!? Secondly, what makes me less female for having Yosemite National Park on my legs or under my arms for that matter? Thirdly, why did you think this was funny, Veet? Hold on, I’ll answer that for you… you thought this series was funny because any time we make men appear “less manly” and more feminine it’s automatically hilarious! A man getting a pedicure? Hahahahah. Laughing for days on end. A guy in a dress who can’t get a cab because of armpit hair? Fantastic! Pure comic genius! Not only do you insult one day stubble, but you insult anyone who exists outside of specific gender stereotypes. Gender is a spectrum not a dichotomy. Maybe after marketing execs realize this, we can stop telling people their bodies are wrong, because that is a cruel, tidal wave of a lie.
*Due to a strong public reaction these advertisements have now been dropped – yay!