In 1963, "Lui" started in France to compete against "Playboy", while Bob Guccione did the same in the United Kingdom in 1965 with "Penthouse". "Penthouse's" style was different to other magazines; with women looking indirectly at the camera, as if they were going about their private idylls. This change of emphasis influenced erotic depictions of women. "Penthouse" was also the first magazine to publish pictures that included pubic hair and full frontal nudity, both of which were considered beyond the bounds of the erotic and in the realm of pornography at the time. In 1965, "Mayfair" was launched in the UK in competition to "Playboy" and "Penthouse". In September 1969 "Penthouse" was launched in the U.S., bringing new competition to "Playboy". In order to retain its market share "Playboy" followed "Penthouse" in the display of pubic hair, risking obscenity charges, and launching the "Pubic Wars". As competition between the two magazines escalated, their photos became increasingly more explicit. In the late 1960s, some magazines began to move into more explicit displays often focusing on the buttocks as standards of what could be legally depicted and what readers wanted to see.