A new car wash in Phoenix has ignited controversy after employing women in bikinis as part of its advertising campaign, drawing strong reactions from both community leaders and supporters. The Starwood Lifestyle Auto Spa, managed by Eddie Isaac, is trying to revolutionize the local car wash business with a unique marketing strategy that has sparked a heated debate.
Isaac explained that the decision to employ women in bikinis was meant to create a buzz around the business. "We wanted to bring something new to the Durban car wash industry. This isn't something seen before in Durban," he said. He also emphasized that the women were hired from a reputable modeling agency, not from the street, and that their role was to attract customers, not to wash the cars themselves.
However, the marketing campaign has faced strong criticism. Local councillor Donovan Tino Pillay condemned the use of women in bikinis to promote the car wash, calling it “improper and condescending” and a sign of declining values in the community. He also questioned whether the business was operating legally and promised to liaise with the municipality for further clarification.
Sham Maharaj from the Ubuntu Forum and the Phoenix Youth Centre also expressed concerns, stating that the campaign could contribute to social ills in a community already dealing with issues such as gender-based violence. Maharaj argued that the practice of exploiting women for financial gain needed to stop, especially considering the potential harm it could cause to young women’s reputations.
On the other hand, some in the community defended the car wash's approach. Vasie Govender from Voice of Phoenix supported the campaign, calling it a “great marketing strategy” and pointing out that people often see similar imagery at the beach or in advertising without raising objections. He argued that the bikini-clad staff were simply wearing what one would expect at a pool or beach and that the campaign was innovative and should be supported.
Leslie Munsamy, a community leader, questioned the health and safety implications, stating that the car wash is located in a family-friendly area. She also expressed concerns about whether the business owner would be comfortable with their own family members participating in such a marketing strategy. Munsamy suggested that the business should focus on providing quality service to build a loyal customer base instead of relying on controversial tactics.
Despite the divided opinions, Isaac hinted at further plans to expand the marketing campaign, including the hiring of men in speedos to attract female clientele. The future of this unconventional approach remains uncertain as the debate continues.