Women's body hair - to have or not to have - is once again the battleground between feminists and people who think that hairy women are female hobbits.
Hair removal product maker Veet's 'Don't Risk Dudeness' campaign has provoked outrage on Twitter, after videos featuring a quite sweet, chubby man masquerading as a woman have been released.
The series of videos feature a similar scenario: a woman's hair leg or pits are uncovered in front of someone else, she then transforms into a man, and the 'don't risk dudeness' stamp appears.
It seems to be a spectacular own goal for Veet. Although Aurore Trepo, marketing director of personal care for Reckitt Benckiser says: "it's a comedic approach to address women's hair removal", the overarching message is that to be free of body hair is 'womanly', implying that women who don't are masculine beasts.
Our two pence? We women are perfectly happy to wax and epilate, but not if someone is telling us that to not do so means we're 'dudes'. It's our body hair, and if we want to plait our pits or grow leg warmers, that's our prerogative.
Here's what some were saying on Twitter:
I don't even know what to say. I think I've finally seen something worse than that 'Science, it's a girl thing' ad. http://t.co/ACsf3GARkL— Sarah Day (@geowriter) April 8, 2014
Those Veet ads are a load of toss.— Florence Vincent (@FlorrieVincent) April 8, 2014
I suggest that to counteract that vile, stupid, and actually sort of pathetic Veet ad, we all grow our leg hair and plait it.— Claire McGowan (@inkstainsclaire) April 8, 2014
@VagendaMagazine I feel like sending them a pic of my hairy legs.In fact,I think I might.Screw you,Veet,and the hairy horse you rode in on.— Jenny Daly (@jennybdaly) April 8, 2014
YOU GUYS A MAN HAS ARRIVED TO LET US KNOW VEET DIDN'T MEAN ANY HARM. OH GOOD I'M GLAD THAT'S BEEN CLEARED UP— Dorian, Bad Wolf (@thewildestsea) April 8, 2014
I think the message to take from the #veet advert is, if your bf sees you as a "dude" for not shaving every day, dump him.— Lia ϟ (@missconfig) April 8, 2014
Tell us your thoughts in the comments below...