Despite Vagisil having high awareness within their category, most Australian women don’t use any feminine hygiene products at all because they don’t know that much about them and don’t think they need them.
Are Media has 3.6 million 30+ women consuming our content every month. They are eager to engage and have an intimate, authentic relationship with the brands. They trust Are Media brands to help them sort through health decisions.
The most common reason (21%) women don’t use feminine hygiene products is because they don’t think they need them. Are Media needed a solution that normalised the conversation around vaginal health and dryness through our editorial voices.
Wanting to avoid the stereotypical and sometimes awkward standard tutorial piece, we created three highly-engaging videos, full of pop culture references, funny GIFs and relatable celebrities, centred on three major days in women’s lives – Valentine’s Day, International Women’s Day and Mother’s Day – to position Vagisil as a strong, female-focused brand that’s reliable, relatable and funny.