Waxed cats used to depict women’s sensitivity in ad for Kotex China

Feminine care brand Kotex has launched two short films in China, one of which uses a cat being stripped of its fur as a visual metaphor for women getting their pubic hair waxed.

“Cats are sensitive by nature,” the ad begins, before showing two cats having a waxing strip applied to their fur. “Women are as sensitive as cats, the ad continues.

The agency behind the ad, Ogilvy & Mather Shanghai, has said that the cats were not harmed during production, but has yet to comment on whether depicting cats having their fur ripped out is responsible advertising.

The second film introduces the idea that it is easier for Chinese women to find a reliable sanitary napkin than a reliable man.

In a press release, the agency describes the work as “funny viral video ads” that show the importance of “worry-free protection that pleases the senses.”


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