Posted on August 10, 2012, in Health, Sex & sexuality and tagged , , , , , , , , , , , , , , , , , , , , . Bookmark the permalink. 14 Comments.

  1. Very interesting; even for an NRI I’m amused to see this product being marketing as a TVC. Surely, you would think that with the so called ‘free’ society in the Western world, you would see more of such products and adverts abroad! I thought vaginal tightening was only possible through surgery. For the most intimate part of your body, I don’t think you can trust any ‘off the counter’ cream / gel or the like. And how did this clear the censor board / any other weird moral/political structures in the country!?!?!

    • @eccentricspeak: The resident gynecologist on the panel did say that this was the first product that addresses these needs without surgical intervention. On a personal note, I wouldn’t use any health product (Rx or otherwise) without consulting my own doctor, or in this case gynecologist. 18 Again is FDA approved.

      As for the censor board & moral police, that remains to be seen. The ad will go on air in the next couple of days and the product is already on the shelves.

  2. I am glad that this product is out in the open and people aren’t trying to hush it down. This segment of the health industry has remained untapped, and could also prove to be of great commercial value in addition to extricating the taboo associated with ‘vagina’. I hope the product is efficacious and people talking about vaginas aren’t viewed as radical feminists.

    • @aparnauteur: I think those things are bound to happen. Which is why I’m glad too that a product like this forces those unspoken sentiments out into the open where they can be debated, analysed & hopefully resolved. There’s a discussion of all sorts happening on the Twitter hashtag of #WomenOnTop, with the brand’s id @be18Again, on the youtube channel and on the Facebook page too. Do jump in with your thoughts.

  3. What nonsense have you written? ‘aren’t we keeping vaginas trapped by repressive notions of that word?’ WTF is that?

    • @IO: ‘Virginity’ in its most basic, unbiased form stands for a vagina that has never participated in a sexual experience/penetration. There is a certain degree of wear & tear that occurs in this area as with every other part of the body. Also given the nature of sex, there are often small tears & minor trauma experienced in the region. This product promises health & rejuvenation for the vagina.

      However because of the larger associations of virginity with patriarchal oppression, 18Again (and presumably every other vaginal health product) faces resistance. I’m saying why limit ourselves to having no health product & service choices for this part of our bodies, simply because prior associations have been oppressive? The only purpose for vaginal hygiene & health may have been men’s pleasure for a long time. But it doesn’t have to be, anymore. As women, we deserve to have healthy & clean vaginas simply because they are a part of our bodies and because they offer US pleasure that way.

      • The Ad and its “Like VIRGIN” seems to say promote just that!! Its not woman empowerment, when for ages VIRGINITY has been the focus of men’s pleasure and female oppression particularly in INDIA for a very long time.

        Perhaps this product is what it claims to be that it can take care of vaginal flatulence, wear and tear of the vagina etc … BUT when you release an ad with the female singing “Like a virgin” and dancing to its tune, it simply makes a mockery of the whole female population, we just continue to be the butt of many sick male jokes.

      • @cindy That’s certainly true. The ‘like a virgin’ line was an unfortunate message to add to a product intended to empower women.

  4. I don’t think our posts are dissimilar – because I sense that you too are questioning the branding as I was. I’m all for us taking care of ourselves and gaining as much of information as we can about our bodies and their functioning. However, we don’t really want to going back to being virgins, do we? 😉

  5. I read these before reading your post and the links you have at the end:

    Suppose you were not part of the launch and saw the ad online or on tv, would you have the same opinions? Just wondering. (Two of the links you mention at the end are by people who were part of the launch, or maybe were invited).

    Since you were part of the launch and listened to the explanations of the marketing team who probably managed to convince you of all their good intentions behind the product, did you feel an obligation (however subconsciously) to have a mostly positive opinion. (Also the fact that you have a sponsored post below this one)?

  6. I haven’t seen the TVC and probably this is too late. The idea of this product or at least its positioning makes me very uncomfortable… as a man (this id is used by two different people – a man and a woman). Earlier we had women worried about their figure, colour, body hair. Now they are supposed to be worried about the age of their vaginas too? Not that there wasn’t a certain amount of attention towards it, repressed or otherwise. But to give an objective standard to it and to make women aspire towards it is criminal. All said and done, every marketer worth his salt and MBA, will play on inherent insecurity, so definitive of the current marketing era. It is not the product, but the very strong sexual beauty product positioning it rides on. Unlike the sanitary napkins, which I think have really allowed women the freedom to do things they earlier couldn’t and are changing age-old norms like not entering the kitchen or puja places during menstruation, 18Again doesn’t seem to be doing anything for the women. It will make a woman who is not feeling beautiful want to go out and buy it, not a woman who is looking for hygiene products. It will promote the idea that vaginas get loose after sometime and that women need external products to keep them in shape.

    Vaginal flatulence, urinal incontinency, non-menstrual bleeding, very low levels of lubrication as well as embarassingly high levels, are more common in women than a lot of people will care to admit. For some, it is too embarassing to talk about. For others, it is simply too private. And it is definitely not just menopausal women who suffer from them. How is 18Again going to make them feel about such things? Is it going to give them a real solution? The only solution I think is to not keep fighting how nature has made us, either men or women and to be more accepting of your partner’s shortcomings, if they can even be called that. From hair removal to fighting signs of aging to the more recent underarm brightening, women empowerment is being extremely confused with sexual renovation. Our grandmothers were not as concerned with the wrinkles at 35 as our moms are. And we are looking out for them since 25. The problems 18Again might seek to solve might not be problems as much as they would be made out to be in the coming future. They are problems alright, but the solution doesn’t lie in making a product a must-have out of manufactured insecurity.

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