Libresse: Viva La Vulva

Libresse, a brand of feminine hygiene products, increased market share in Scandinavia by launching Viva La Vulva, a lip sync video that encouraged women not to be ashamed and to love their vulvas.

Campaign Summary

At the end of 2018, the Libresse brand entered the intimate caring products category.

The category was dominated by clinical, functional and euphemistic communications about vaginas and our target audience bought and used the products in shame, like a dirty secret.

Almost half of women felt embarrassed by their vulva and labiaplatsy was the fastest growing cosmetic surgery in the world.

'Viva La Vulva' was designed to break these category conventions and change how women thought about these products and themselves.

A joyous and unashamed ode to the vulva, challenging the gap in truthful, positive representations of women's...

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