Bush or no bush?
Following the debut of the new Skims Faux Hair Micro String Thong on Tuesday, which sent the internet into a 24-hour spending frenzy, European Wax Center has rolled out a new campaign nodding to the viral G-string merkin and the brand’s founder, Kim Kardashian. Pictures shared on the waxing franchise’s Instagram early Thursday morning showed salon doors and digital billboards at New York City’s Lincoln Tunnel and in North Hollywood with the phrase, “We got it from here, Kim,” written across.
“We love a cultural moment that gets people talking. But when it comes to the real conversation around body hair, we’re the experts,” Katie Mullen, chief commercial officer at European Wax Center, told WWD. “European Wax Center has done over 10,000,000 bikini and Brazilian waxes this year alone. This campaign is a fun reminder that no matter your waxing preferences, we’ve got you covered — because when it comes to confidence, faux won’t do.”
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Kardashian has since responded to the campaign with a comment on European Wax Center’s social media post. She wrote: “Best response I’ve seen @europeanwax. Give whoever came up with this a raise.”
“Our most daring panty yet. Handmade in a super sheer, stretch mesh, this string thong features a mix of curly and straight faux hair,” Skims‘ online description of the thong reads.
Offered in blond, ginger, medium brown, dark brown and black hair — curly or straight — on the brand’s signature colorway — from sienna to cocoa and clay — the undergarment innovation was made available in a total of 12 colors across nine sizes. However, customers were quick to snap up the merkin thong, selling out the garment entirely in less than 24 hours after its initial launch.
The product announcement was shared by both Skims and Kardashian on Tuesday in tandem with a retro game show-inspired campaign, in which three models were seen wearing the underwear behind a question mark sign in front of their crotch area. In the video accompaniment, an older male host can be heard asking, “Does the carpet match the drapes?”
WWD has reached out to Skims for a comment.
