The new Schick Hydro Silk advertisement once again unnecessarily objectifies women’s bodies. The commercials are animated this time, but the emphasis on sexuality seems no less present than it has been in past controversial commercials.
Animated female razors don’t need to attract sexual attention. I feel like I shouldn’t have to say this.
It’s been nearly nine years now since Schick unveiled it’s first “trim your bush” commercial. This commercial featured topiaries that start out looking rather wild and unkempt but that magically shrink to neatly trimmed shapes as a woman passes by them.
“…That doesn’t mean that every topic related to a woman’s physical body needs to be sexualized.”
Apparently determining that imagery was not explicit enough in its insinuation, Schick ramped it up in 2015 by specifically placing the trimmed topiaries directly in front of the genital areas of three young women. There could be no mistake this time and the vocal opposition to the campaign intensified.
The controversy appeared to have reached a critical point following the 2015 commercial, and Schick seems to have since scaled back the blatancy, at least abandoning direct representation of pubic hair for the moment. However, they don’t seem to have necessarily altered the sexual nature of their ads.
The most recent ad campaign features an animated Schick Hydro Silk razor with a decidedly sexual female form. The razor displays alluringly curved hips, gratuitous breasts and a completely unnecessary exposed navel.
Now, I’m no prude. I am not offended or embarrassed by the female body, and I find its form to be one of the most beautiful elements of the natural world. I completely applaud tasteful representations and appreciations of beauty.
I’m also not opposed to openness in or discussion of sexuality. I especially think our society would be a measure healthier if we were invested in supporting women’s comfort with their own sexuality and sexuality in general.