Do you know what your vulva is? Apparently 73% of you don’t…

Clue: it is not part of an oyster

We seem to be having a vaginal-reawakening. Earlier this month, Cult Beauty launched their online shop for your vagina to encourage an open, non-judgemental conversation about women’s nether regions, Lynn Enright recently wrote about her new book Vagina: A Re-Education (Allen & Unwin) in our April issue, and now Bodyform are launching a new PureSensitive range for intimate care, alongside their #vivalavula campaign to get women to understand more about their bodies and tackle the taboo surrounding their lady gardens.

According to research carried out by Bodyform, 73% of women in the UK don’t know what a vulva is, 42% have felt embarrassed about theirs (it’s a shocking 63% in 18-24 year-olds) and 61% believe society puts a pressure on women to ensure their vulva looks a certain way.

Watch the campaign video below…

Bodyform’s campaign hopes the Viva La Vulva campaign will get more women talking about this particular part of their bodies, help to drive education and boost’s women confidence.

They want to ‘talk about vulvas and liberate women from the pressure to adhere to fake ‘vulva standards’.

Are you with them? Will you start chatting to your friends about it?

Let us know, but tweeting us @marieclaireuk.

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