Wet Ones Launched New York City Ad Campaign

The brand launched a large-scale advertising effort to discourage the use of hand wipes in intimate areas.

Updated on Oct. 6, 2026 in Sex Life

Screen-print poster illustration of a single folded antiseptic wipe on a flat background, representing hygiene product safety education. — Wet Ones has initiated a New York City advertising campaign to clarify that its hand wipes are not intended for use in intimate areas. AI Illustration. Upload story photo >

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Do you find edgy advertising campaigns for basic hygiene products helpful or off-putting?

Wet Ones has rolled out an extensive out-of-home advertising campaign across New York City to address consumer habits. The initiative highlights that hand wipes are not designed for intimate use, following findings that many consumers use them inappropriately.

Why it matters

The campaign aims to educate consumers after research suggested a significant portion of users mistakenly use hand wipes in sensitive areas. By clarifying product usage, the brand hopes to steer customers toward safer hygiene practices.

The campaign includes advertisements on 100 LinkNYC kiosks, 60 transit shelters, 20 newsstands, and at 40 wild posting sites. Throughout October, six boards are distributing 4,000 samples to the public.

The players

Wet Ones

This is a brand of cleansing wipes owned by Edgewell Personal Care.

Edgewell Personal Care

This global company manufactures and markets a diverse portfolio of personal care products.

DeuxMoi

This is a popular celebrity-focused social media account known for sharing pop culture news and tips.

The details

The creative campaign uses imagery of human hands arranged to look like buttocks to grab attention across Midtown Manhattan and Times Square. Edgewell Personal Care also utilized a sponsored post on the DeuxMoi account to tease the launch before the official reveal.

October 5, 2026: The DeuxMoi account published an initial teaser post.
October 6, 2026: The campaign reveal and out-of-home launch occurred.
October 2026: Six boards will distribute 4,000 samples to New York City residents.

Culture Shift

This effort highlights a disconnect between consumer habits and product design that brands are increasingly addressing through direct education. The strategy follows an emerging cultural focus on wellness and proper usage of hygiene items in the digital age.

Residents in New York City will encounter the campaign throughout Midtown Manhattan and at various digital kiosks and transit shelters. Fans of the brand may choose to submit their own photos for a chance to be featured on a Times Square billboard.

The takeaway

Consumers should always check packaging to ensure products are labeled for their intended use. Using household cleaning items on sensitive skin can lead to irritation and discomfort.