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Danish vagina cream outrages British tabloid

Ben Hamilton
July 25th, 2017


This article is more than 7 years old.

Ahead of Perfect V’s international launch on Thursday, the Daily Mail cuts loose with a broadside

It will highlight it apparently (photo: UBM)

British newspaper the Daily Mail is outraged.

“Would you highlight your VAGINA?” it asks its readers today, revealing that a Danish brand has sparked outrage amongst the DM newsroom by launching a range of “intimate pampering products” in Scandinavia that will make the vulva glow.

One of the Perfect V creams, which will be launched worldwide on July 27, promises to “renew and improve the skin, making it appear more youthful and fresh”.

And a ‘vagina highlighter’ search on Twitter quickly paid dividends for the DM as a procession of posters provided fodder for its latest ‘outraged from Tunbridge Wells’ story.

Remember Gwyneth? 
But just in case the juices of outrage weren’t flowing enough following the headline, the opening sentence succeeded in reminding us we live in a world gone to pot: “First it was Gwyneth advocating a ‘mugworth vaginal steam’ to cleanse the uterus, then it was glitter bombs to make secretions look pretty.”

The range is the brainchild of Avonda Urben, a Copenhagen-based New York beauty expert who worked for L’Oreal in the late 1990s and launched the company Perfect V Enterprises in January 2015.

According to Perfect V, the cream is “designed to keep your ‘V’ in shape, and make you feel good all over – whether you want to bare it all, or lose your underwear anywhere, anytime”.

It is inspired, revealed the DM, by Scandinavian women who are confident to strip in public, whatever their age or shape.


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A survey carried out by Megafon for TV2 has found that 71 percent of parents have handed over children to daycare in spite of them being sick.

Moreover, 21 percent of those surveyed admitted to medicating their kids with paracetamol, such as Panodil, before sending them to school.

The FOLA parents’ organisation is shocked by the findings.

“I think it is absolutely crazy. It simply cannot be that a child goes to school sick and plays with lots of other children. Then we are faced with the fact that they will infect the whole institution,” said FOLA chair Signe Nielsen.

Pill pushers
At the Børnehuset daycare institution in Silkeborg a meeting was called where parents were implored not to bring their sick children to school.

At Børnehuset there are fears that parents prefer to pack their kids off with a pill without informing teachers.

“We occasionally have children who that they have had a pill for breakfast,” said headteacher Susanne Bødker. “You might think that it is a Panodil more than a vitamin pill, if it is a child who has just been sick, for example.”

Parents sick and tired
Parents, when confronted, often cite pressure at work as a reason for not being able to stay at home with their children.

Many declare that they simply cannot take another day off, as they are afraid of being fired.

Allan Randrup Thomsen, a professor of virology at KU, has heavily criticised the parents’ actions, describing the current situation as a “vicious circle”.

“It promotes the spread of viruses, and it adds momentum to a cycle where parents are pressured by high levels of sick-leave. If they then choose to send the children to daycare while they are still recovering, they keep the epidemic going in daycares, and this in turn puts a greater burden on the parents.”