Saying 'NO' to the era of hiding: laugh. launches '#NoMoreMute' campaign with NICO, JESSICA, and others breaking the silence on intimate care

Intimate care brand 'laugh.' (Headquarters: Shinjuku, Tokyo; CEO: Chihiro Hayashi) has released a new movie and compilation video under the theme '#NoMoreMute' as the second phase of its 'Care Begins with Talking' project. Alongside this, four highly influential women—NICO (Heisei Flamingo), JESSICA (Gozen 0-ji no Princess), Maari, and Risako Tanabe—have been appointed as brand ambassadors. The project aims to break the unconscious 'mute' (silence) surrounding intimate zone topics, which have long been considered 'embarrassing' or 'something to hide,' and proposes a new self-care culture of open, positive discussion. In Japan, many women suffer from intimate zone concerns but cannot consult anyone. We believe this stems from long-standing cultural values regarding 'femininity' and the unconscious assumption that talking about these areas is shameful. As a result, many miss opportunities to gain correct knowledge or continue with improper care. To change this, laugh. launched the 'Care Begins with Talking' project. We believe that talking to someone can lead to new discoveries and emotional relief, and we view the act of 'talking' as the first step in care. We aim to create a society where discussing these concerns is natural. A survey showed that 56.0% of women wanted to talk about their intimate concerns but couldn't. We will continue various activities to lower this number. Many women have unconsciously chosen to 'mute' their concerns due to gaps in school education, difficulty talking at home, or embarrassment at the register. However, taking an interest in one's body and talking frankly is the 'first care' that grants access to correct knowledge and liberates the mind and body. With the strong determination that 'there is no need to mute self-care,' laugh. and its four ambassadors are working to update the social atmosphere.