Paris, 16 April – Every day, millions of women invest time and effort into their skincare routines – layering creams, serums and SPF on their faces. But when it comes to intimate skin health, the conversation is often hushed.
In a world where beauty routines are carefully crafted, intimate skincare remains a taboo subject, rarely addressed in health education and therefore shrouded in secrecy and a lack of information. In partnership with McCann Paris and McCann Health London, an IPG Health company, France’s #1 intimate care brand Saforelle wanted to change that with a clear message: intimate health deserves attention, and it’s time to bring it into the spotlight.
The new #SkincareForDownThere campaign hijacks ads from leading beauty brands like Vichy and La Roche-Posay to assert that private parts deserve as much care as our faces. The out-of-home placements in pharmacies, bus stops and on billboards in the heart of Paris extend the ads all the way ‘down there’ to ask uncomfortable but essential questions about intimate care. Each ‘ad below the ad’ redirects to a landing page with answers to questions women may be too embarrassed to ask such as “How should I wash down there?” and “Can I use my regular products down there?”.
The campaign marks the launch of Saforelle’s new brand platform, “The more you know, the better you feel”, which aims to normalize conversation around intimate hygiene to promote women’s well-being and self-esteem.
Insight for the campaign came from an international study by Saforelle that revealed a striking paradox: while women invest in skincare for their faces, many overlook their care ‘down there’. The study also found that almost two-thirds of women still lack awareness of the key steps to maintain proper intimate hygiene.*
Yet, 88% want to know more about caring for their intimate microbiome and adopting the right habits.*
The campaign leads viewers to Saforelle’s site, where they can find the brand’s educational platform with articles addressing their biggest questions surrounding intimate care.
Saforelle is stepping beyond being a hygiene brand and is establishing itself as a trusted authority on intimate health.
The #SkincareForDownThere campaign will be visible starting this spring.
Summer Wood & Imogen Drake, Creatives at McCann Health London, said: “Our team noticed some similarities between facial skincare and intimate care products, but they’re treated completely differently in ad campaigns. We saw an opportunity to encourage skin care for intimate areas, just like we do for our faces. We hope this campaign will help overcome some uncomfortable conversations around intimate skincare.”
