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You Effed Up Again, Summerís Eve

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You Effed Up Again, Summerís Eve

I thought last yearís Summerís Eve campaign was horrendous enough. After they asked me to be their spokesperson (and I said ďNo freakiní way -†itís supposed to smell like that!”) I was appalled at their advertorial in Womanís Day magazine that offered up tips for how to ask your boss for a raise. Nobody mentioned things like ďHey, you know how I come up with the most creative ideas in the board room and we land boatloads of accounts because of my brilliance.Ē Nope, instead, the #1 tip for asking your boss for a raise was WASH YOUR VAGINA. You sure wouldnít want to show up with a stinky cooch when youíre asking for the big bucks. (You can†read the whole story here).

Last year, they effed up so badly, their marketing director even publicly apologized on Owning Pink. She asked me how Summerís Eve could rectify their major f*ck up. Hereís what I wrote to her:

How can Summer’s Eve fix this? I thought long and hard about it. Yes, I know it must be a PR nightmare, and I empathize with those who are struggling to rectify what has happened. But how CAN Summer’s Eve fix this and stay in business?

I would love to see Summer’s Eve start a campaign aimed at helping women learn to love their bodies (and their good-smelling natural vaginas) just the way they are. Rather than tapping into the fears and insecurities most women have about their girl parts, why not help them know that they’re normal – and they’re beautiful, and that if they have an odor so strong that they might not get a raise – they need to see a doctor!

How will this sell product for Summer’s Eve, when I know you all have quotas to meet? Just look at alcohol and tobacco companies for guidance. They are selling something most of us know is bad for us and yet many use the products anyway. So while it may seem counterintuitive to empower women about how to love their natural odor, rather than scaring them into buying a feminine wash, it just might work. There are still those committed followers of the brand who will love the brand all the more for helping spread the message that we’re beautiful, perfect, whole beings. If the brand starts a campaign like this with a pure heart – not just to sell product but to truly help change the way the female body is viewed, that would be something I would rave about here at Owning Pink. That would take guts. That would take a stand on behalf of all of us. And I’d love to see more brands willing to truly support the whole health of women.

So thank you, again, for your apology. Now, take a deep breath, get a massage, call your BFFs so they can take you out and give you hug, and please join the rest of us in the fight to redefine the new feminism and bring advertising into the modern world.

Unsurprisingly, I got no response.

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Lissa Rankin

Lissa Rankin, MD is a mind-body medicine physician, founder of the†Whole Health Medicine Institute training program for physicians and other health care providers, and the New York Times bestselling author of†Mind Over Medicine: Scientific Proof That You Can Heal Yourself.† She is on a grassroots mission to heal health care, while empowering you to heal yourself.† Lissa blogs at† and also created two online communities -† and† She is also the author of two other books, a professional artist, an amateur ski bum, and an avid hiker. Lissa lives in the San Francisco Bay area with her husband and daughter.


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11:43AM PDT on Mar 14, 2013

Thank you again, Lissa!! You can be sure that I'm gonna read your book!

6:12PM PST on Nov 11, 2011

douches are bad for vaginas

5:11PM PDT on Sep 14, 2011

Brilliant comments, thanks.

3:58PM PDT on Aug 28, 2011

wow. what self-hating I read when it comes to vaginas.
Cooch? Snatch?

Eating meat does make a difference in smell and taste of genitalia. Time it so that meat has either left the system, or has yet to beak down.
Or skip it altogether.
Vegetarians taste better! And pineapple eaters.

Everything you do affects your body chemistry.
Washing away your own fluids with any douche, let alone a chemical, scented one, will strip what the tissues need to protect themselves.

Tom Robbins wrote a book, Even Cowgirls Get the Blues, with a subtext that was anti-fem hygiene spray.

2:06PM PDT on Aug 25, 2011

Thanks for making me smile.

2:09PM PDT on Aug 17, 2011

if I am going to clean out an orphace of my bosy I prefer a neti pot, hahaha.. makes much more sense.... and actually helps....
me wonder who thinks up these things... let's take a pot of water and push it up .... really? people have been mocking these ads for years... who buys this crap?

4:51AM PDT on Aug 9, 2011

Hail to the V? Marketing for personal care products must be tough work...

3:58AM PDT on Aug 1, 2011

Seriously....what does this have to do with what the "Care2" website represents?

8:00AM PDT on Jul 31, 2011

Nobody can smell your vagina unless they have their face in a very intimate position. What some women get insecure about is odor that might build up in their pubic hair after a long day of work or a long workout. It's a real shame that most people don't know the difference between the vagina (a strictly internal organ) and the vulva, which is your external genitalia.

6:13AM PDT on Jul 31, 2011

No need to use the F-word to make your point. I know that young women may think it's cool to use profanity, but it really isn't.

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Disclaimer: The views expressed above are solely those of the author and may not reflect those of
Care2, Inc., its employees or advertisers.

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