That smelly white cream you put on your face for 3 minutes every couple of weeks to keep the girlstache away? That stuff that can burn your face off if you don’t wipe it in time? That stuff you hate?

Well, they’re coming after your little sisters.

In an all-new advertising campaign, Nair is targeting “first-time hair removers”—girls ages 10-15.

With a sparkly new bottle and two new scents, kiwi and peach (which, I’m assuming, smells exactly like every other Nair scent: sh*tty), “Nair Pretty” is all about enticing girls without much hair to take off every spare stub.

“I am a citizen of the world,” the bottle proudly states. “I am a dreamer. I am fresh. I am so not going to have stubs sticking out of my legs.”

While I’m not convinced there’s a direct correlation between hairy legs and having no dreams, the marketers behind “Nair Pretty” seem pretty sure that they’re doing a monumental good in the lives of little girls everywhere.

“When a girl removes hair for the first time, it’s a life-changing moment” claims the Vice President of marketing for the company that purchased the Nair franchise in 2001.

If she means life-changing as in realizing that society hates hairy girls and she’ll be chained to her razor for the rest of her life…than sure.