Keeping it 'fresh'

I have been really irked by a ‘visual outing’ on my social media newsfeed for the past few days –even more irked from the fact that I do not understand how this ended up being recommended to me (perhaps because I am a woman?) – which is a new (November 22^nd 2016) Dutch commercial of the brand Lactacyd. For those that do not know this brand, it makes ‘soap’ in order to ‘cleanse’ the vagina and make it smell ‘nice’.

Unfortunately it is all in Dutch, but basically the commercial is four guys sitting at a table, discussing what names they give to the vagina, which results into some profane words and laughter. Then Lactacyd asks: “Do you have a preference for pubic hairstyle?” to which our gentlemen answer either: “It has to be neat/to be tended to.” or “It has to be freshly shaved.” And then the commercial continues with a ‘men’s tip’ for when you (ladies) feel a ‘little less fresh’, to which one of them says: “If you sweated or when it’s a particularly hot day and you smell a little less ‘fresh’, then I think these products could help (in keeping it ‘fresh’ for a longer period of time).” The commercial can be found here (unfortunately I can't find it on youtube): 

https://www.facebook.com/LactacydNL/videos/1303448186379890/

Now aside from the fact that I think these products are ridiculous, since it enforces the concept of women having to be completely hairless and having to smell like flowers all day (which we don’t), it shames them and plays in on their insecurities if they don’t. But I think it’s even worse that they chose men for this commercial. Them sitting at a table and facing the spectator, it almost seems as if the spectator is the subject of the (male) gaze (due to the absence of a woman in the commercial). And by voicing their opinions of how a woman should ‘be’ (smell/feel/look) like, they reduce the female spectator to an object that should obey to their wishes. It reminded me of the first pages of the Berger text in which he talks about presences of men and women: “To be born a woman has been to be born, within an allotted and confined space, into the keeping of men.” (pp. 46). Women have continuously ‘survey’ as Berger calls it, what they are, what they do and how they appear to others, especially to men. This commercial thus showcases how woman ought to reevaluate their intimate hygiene and do something about – because four gentlemen told them to.

Lastly, the comment section underneath the video is a pleasure to read as a lot of women (and a few men) seem to agree that this is a ‘marketing fail’ as one user calls it, by casting men to tell women what they ought to do with their intimate zone.