Core disciplines: Digital, Integrated marketing


Our research had shown that significant numbers of women had no idea that their vulval skin was so sensitive that ordinary shower gels or soap could negatively modify its balanced PH.  We also learned that once the benefits were fully explained over 70% would consider buying it.

Therefore to introduce more women to the Feminine Care category, and to drive trial, we knew we needed to educate consumers - but first we had to get their attention by shaking them awake with bold, sassy work whose sole objective was to enable them to sample, what we have called, the ‘Ah ha’ moment for themselves.

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