Travis Shaw MD

VIO

VIO

Disrupting women's relationship with their pubic hair.

Let's keep this

THE ASK

Build a disruptor of a brand, idea, organization or social issue.

THE SITUATION

We have become familiar with brands such as Dove and Aerie embracing women of all body shapes, ethnicities and ages.

But one area of a woman's body remains under severe scrutiny

- her pubic hair.

BARE IS BEAUTIFUL?

Recent years have given rise to the complete removal of pubic hair via shaving, waxing and laser removal treatments. 62% of women claim that they have removed everything at least once and 50% of women under the age of 36 remove all of their hair on a regular basis. 

Source: Journal of the American Medical Association Dermatology

EMBRACING BODY HAIR ELSEWHERE

This removal contradicts the embrace of body hair in other areas. 

Not only are women embracing hair in other places, but there is openness and transparency about adding hair.

WHY DOES REMOVAL REMAiN

PART OF THE PUBIC ROUTINE?

WHAT WE THOUGHt

My team hypothesized that women were removing their pubic hair for sexual and aesthetic reasons. We believed this was influenced by pornography, popular TV shows, and partner preferences.

After all, scrutiny is heard often as demonstrated in the examples below.

My roommate found out her boyfriend's friends called her Chewbacca behind her back.

When I go on holiday, I shave for others around me, not for myself.

One of my friends was at the beach and completely hairy. A little boy walked by and made a comment - I felt horrible for her. She kept her shorts on for the rest of the day.

CONTRARY TO OUR HYPOTHESIS

59%

of survey respondents are removing pubic hair because they believe

it is more hygienic.  

Source: JAMA Dermatology

BUT

PUBIC HAIR HAS A JOB TO DO

Pubic hair exists as a barrier. It protects a woman's body by preventing bacteria and dirt from entering and reeking havoc on the vulva and vagina.

Shaving creates micro-abrasions for bacteria to penetrate and waxing leaves follicles exposed and susceptible to infection and STIs. When pubic hair is removed, it's first line of defense is stripped away.

At the end of the day, waxing and shaving are the least healthy options for the hair and skin down under. 

ADDITIONAL BURDEN OF GOING BARE

These are the techniques developed to scratch that itch when the hair grows back and in-growns run rampant.

The Thinker
The Hop
& Skip
The
Techie
Putting 
Baby In The Corner
The Pirouette

REMOVAL ISN't the only way WOMEN care for HER.

63%

of survey respondents claimed

they take pits and bits showers. 

Sample size: 136

WHO CARES?

The pits and bits shower, aka the bird bath, wh*re shower, or prison shower, is the opting out of a fully immersive shower, to only wash the most private areas of the body. The prevalence of this practice goes to show that our pubic region is of the highest priority. 

OPPORTUNITY

We can capitalize on a behavior of prioritization

and this belief that already exists:

"When my pubic area feels clean, I feel clean."

STRATEGY

Place her pubic hair on a pedestal.

SAY HELLO TO

Let your hair down, down there.

OUR MISSION:

Normalize and celebrate pubic hair.

OUR COMPANY:

 We promote pubic health, comfort, and that incomparable clean feeling. We are a brand that embraces and celebrates your hair down there.

We make having pubic hair easy. 

Welcome to VIO.

Because cleanliness was cited as the number one reason women go bare down there, we created a line of pubic hair care products. Use of each product creates clean and comfy hair that you won't want to shave.

.

-

Unfortunately, you can't show everyone your pubic hair, but VIO wants to give every lady the opportunity to show the world that they are proud of their pubes.  

Showing your friends that you are proud of pubic hair doesn't require an in person interaction. Snapchat filters bombard followers with a colorful bush.

VIO will advocate for the healthy and happy pubic area, all while promoting body positivity.

Patient intake was slow.

Last but not least, Fuzzy Felicia by

VIO allows a woman to play and experiment with her pubic hair options without fear of commitment. 

Let's Keep This short & Sweet

ASK

SITUATION

Build a disruptor.

Pubic hair is viewed as problematic.

INSIGHT

Pubic area comes first.

The prevalence of the "pits and bits" shower shows us that if nothing else can get clean, the pubic area will be taken care of.

TARGET

The Regimen Follower

OPPortunity

Give her a regimen for her pubic hair.

Behavior already exists around prioritizing the vaginal region. It's time to capitalize on it. 

BRAND STRATEGY

Place her pubic hair on a pedestal.

COMMUNICATION STRATEGY

Proud to have pubic hair.

 

MY TEAM 

Shabina Aslam

Berfin Ayhan

Whitney Downing

Christa Prater