Lume has released a comical ad that takes a light-hearted jab at the double standards surrounding feminine hygiene. This amusing video serves as a VSA (vagina service announcement), pointing out that what many have been conditioned to view as embarrassing “feminine odor” is actually a normal part of life. The ad humorously urges women to stop inserting products into their bodies to eliminate it.
The video creatively reinterprets absurd lines from past feminine product advertisements, amplifying their ridiculousness. For instance, one ad chillingly advises, “Douse your vaginal tissue with this concentrated germicide. The burning means it’s working!” It’s hard to imagine how generations of women were influenced by such alarming recommendations. It seems many were led to believe that “feminine hygiene” was a unique concern rather than part of regular hygiene. If only the advertising geniuses had put their energy into more equitable products, like a “ball wash,” perhaps things would be different today.
Another segment features a young girl asking her mother why she still experiences “intimate odor” despite daily showers. The mother responds, “Easy. You’re a girl, and you’re living.” Her solution? “Try this douche!” (which could also serve as a clever tagline for Tinder).
Lume clarifies that vaginal odor is not a fault of the vagina itself but is often linked to skin bacteria, some of which originates from the butt area. While the reassurance might not be as comforting as intended—after all, are we really relieved to know we all have swamp ass?—it certainly beats the alternative of scorching sensitive areas with douches and harsh washes. It seems applying Lume’s deodorant is a far more sensible option.
Interestingly, customers have claimed that Lume’s product has been “life-changing,” with one saying she uses it “between the crack of her butt.” While I believe their enthusiasm, my interpretation of “life-changing” might differ from theirs.
Ultimately, Lume may still be part of the very industry it critiques, as you might not need to spend $15 on butt deodorant if you can simply shower and use soap. Still, at least it won’t make you feel like there’s a five-alarm fire down there—definitely a step in the right direction.
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In summary, Lume’s humorous ad effectively sheds light on the outdated and often alarming standards of feminine hygiene advertising, encouraging a more natural and less invasive approach to maintaining personal hygiene.