Gillette tackles pubic enemies (and no, that’s not a typo)
According to a study sponsored by Gillette Venus, a P&G brand, only 18% of women refer to pubic hair by their proper name. And this, according to the company, indicates an unfair stigma on the natural parts of the body, as Shannon Miller writes in Adweek.
In response (and to launch its Venus collection for pubic hair and skin), the razor retailer created #SayPubic, a campaign that has a lot more to offer than an attention-grabbing hashtag. It also features a themed song and video called #ThePubeSong. Yes, lively pubic hair is singing about how they want to lose the stigma. You can watch the video on any of the brand’s social channels, including TikTok:
@gilletteVENI do not like ## SayPubic? Try to sing it! ? ## ThePubeSong is the song of the pubis, the pubis.♬ original sound – Gillette Venus
Influencers like Grace or something also created TikTok videos based on the song:
@gilletteVENReply to @maeveymaeveynot BRB, trying to summon the pubic fairy… @graceorsomething ## ThePubeSong ## SayPubic♬ original sound – Gillette Venus
WHY IS IT IMPORTANT: The goal of removing the stigma around pubic hair seems high. But the song is also a creative way for Venus to stand out in the women’s razor market. Some see him as brave or funny and others see him as something less than attractive. But people talk about it, write about it and buy the products. The website says the Venus for Pubic Hair and Skin Collection stock is depleted – and the company is collecting email addresses for people who want to be on the waitlist.
L’Oréal Professionnel Paris launches a new “do” on YouTube
The first installment of Run The Hair Show by L’Oréal Professionnel Paris debuted on YouTube this month, attracting more than 275,000 views in the first week. Produced as a TV show, each of the show’s seven episodes will feature hair trends, tips for professional stylists, interviews with hair designers and product innovators, and wellness tips. The 30- to 45-minute episodes are available in six languages.
WHY IS IT IMPORTANT: L’Oréal Professionnel Paris seems to recognize that education and inspiration resonate better with its audience of hairdressers and salon owners than commercial messages.
“Instead of product marketing, the digital-only series uses content marketing to forge deeper connections with its consumers than with traditional advertising channels,” writes Daily Marketing.
By fostering a community through its entertaining and valuable content, L’Oréal can reach its audiences all over the world. And given the views from week one of the episode, the results would indicate it’s working.
Read These Constant Contact Email Tests With One Eyebrow Raised
Each month, Constant Contact analyzes more than 200 million emails sent by its clients and publishes response rate averages for 34 industries.
The stats cover average open rates, click-through rates, and bounce rates. In April, the averages for all sectors were as follows:
- Open rate: 17.13%
- Click-through rate: 10.65%
- Bounce rate: 10.28%
The three industries with the highest openness rates were government agencies or services (28.98%), religious organization (28.84%) and education – primary and secondary (28.35%).
The three weakest sectors for openings were automotive services (10.25%), retail (11.27%) and consulting / training (11.38%).
WHY IS IT IMPORTANT: It is difficult to set benchmarks for email programs, especially when a program is just getting started. The Constant Contact resource can help you. These metrics can also be useful when executives want to understand how your email content marketing is performing relative to others in your industry.
Why raise an eyebrow? Industry benchmarks can be a starting point for evaluating the performance of your emails. Don’t stop there. Check your email data regularly to see how your open, click, and bounce rates are increasing or decreasing. In your analysis, consider more details than Constant Contact data addresses, including subjects, subject lines, time of day, etc. Determine what works best for your audience. So do more.
Cover image by Joseph Kalinowski / Content Marketing Institute