• by Sarah Mahoney  @mahoney_sarah, October 22, 2019

If you’re looking for clever puns and wink-wink personal grooming language from Flamingo, brace yourself. The women’s personal-care brand, owned by Harry’s, is launching The Bush 2020 Campaign, a full-frontal introduction to talking about pubic hair.

The effort supports Mons Mist, a spray-on conditioner meant to soften the entire mons territory.

Other products, including Fur Oil, are already out there. But Flamingo is looking to make a splash with both its frank anatomical approach and a fun campaign from graphic-design legend Paula Scher. Allie Melnick, Flamingo general manager, gives Marketing Daily the details.

Marketing Daily: How did you come up with the product idea?

Allie Melnick: When we launched Flamingo, it was really with the idea of choice as the core of personal-care products. We knew that 70% of women use multiple tools to handle body hair–shaving, waxing, tweezers. This was an extension of that. And we wanted to make talking about something uncomfortable comfortable.

MD: How did the campaign develop?

Melnick: We wanted to work with Paula Scher, whose designs are so well known. And when we called her and told her about Mons Mist, she laughed for five minutes. So we knew it would be good. We’re kicking off with a full-page ad in TheNew York Times – the Pubic Service Announcement. There are transit ads and then digital and social channels. And we’re opening our first pop-up, called Bush 2020 Campaign HQ.

MD: So why the political joke?

Melnick: We think it will make people laugh.

MD: The ads are funny, but explain the decision to use the word “Mons” in the product. Let’s be honest. People are anatomically ignorant. Mons is not a household word.

Melnick: I know. That’s why we chose it. When it comes to caring for the pubic region, there’s still a lot of white space and people have tons of questions. We did not want to shy away from what that part of your body is really called. It’s stigmatized and taboo, just like pubic hair.

MD: Who is it aimed at?

Melnick: Anyone. We wanted to be clear that it is about choice. Some people act like you’re not feminine unless you remove everything, or you’re not a feminist unless you remove nothing. Most women live in between, and this product supports that. It makes your pubic hair and skin feel great. Our product page is really educational, especially about why these ingredients are so helpful.

MD: As a young D2C brand, how do you approach new-product development? How far from your original products can you go?

Melnick: This felt like a no-brainer. It’s compelling. It improves women’s experience. And it feels like it’s completely in our orbit. It’s an area of personal care that has friction and pain points, and we can make it better.

MD: What kind of metrics will let you know this campaign is a success?

Melnick: If I hear someone use the words “pubic hair” when I’m out at dinner or walking down the street, that would feel so great! I’d love to be part of bringing it into the open.