Libresse: Liberating Our Periods - Libresse women marketing campaign

Libresse, a feminine hygiene brand, launched its campaign Liberating Our Periods on Menstrual Hygiene Day in China with the aim of dismantling prejudice against menstruation and building the brand as a new and sharp symbol of female power.

The feminine hygiene category, particularly the sanitary towel category, is a highly competitive market in China. Libresse was as a "new player" from Sweden, aiming to attack the high-end segmentation with product innovations and an inspiring brand spirit.

It was found that there are still many taboos surrounding periods in today's China. Periods, supposedly a normal part of life, still bring both spiritual and physical limitations to many women, who are actually very eager to unleash their "female power" in today's China. Therefore, the brand and agency leveraged this cultural insight to launch a campaign named "Liberating Our Periods...

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