Intimate care brand Saforelle is tackling taboos around intimate skin health head-on in a new out of home campaign from McCann Paris and McCann Health.

Every day, millions of women invest time and effort into their skincare routines, but the subject of intimate skin care is hushed. Where secrecy and misinformation can leave women confused, Saforelle is bringing intimate skin health into the spotlight.

The new out of home campaign titled #SkincareForDownThere hijacks ads from leading beauty brands like Vichy and La Roche-Posay to underline that our private parts deserve as much care as our faces. Advertisements in pharmacies, bus stops and on billboards have been extended below the cutoff to show that skin care doesn't stop at the shoulders. 

Each ‘ad below the ad’ directs audiences to a landing page with answers to questions women may be too embarrassed to ask. These questions include: “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, entitled ‘The more you know, the better you feel’, which aims to normalise conversations around intimate hygiene to promote better women’s well-being and self-esteem.  

Cleverly hijacking existing out of home to spotlight the gaps in skincare knowledge, the creative campaign shines a light on the importance of intimate care. Successfully encouraging women to ask the questions to feel more comfortable in their skin.