Essity

Breaking the silence and shame of a taboo globally through the power of brand

Empowering the brand to break the taboo

Period. Blood. Menstruation. Vulva. Feeling at all uncomfortable? Maybe, maybe not. Either way, the truth is that menstruation 鈥 one of life鈥檚 most essential processes 鈥 is still taboo, still a stigma, still a source of vulnerability and even persecution.

Consider a few facts:

  • 9/10 women hide their periods
  • 56% of teens would rather be bullied at school than talk to their parents about their period
  • 55% of women think their society believes that the female body leaks and should be controlled as much as possible to avoid embarrassment and smells

With these damaging and outdated attitudes, something needed to change. We therefore embarked on a journey to help reinvent iconic brand Essity聽to empower women聽to聽break the silence and shame around periods.

Essity needed a truly global identity which would speak to women of all ages and demographics. The new identity would need to be welcomed by 100+ often very different markets. And it would need to span more than 1,500 SKUs.

Create a world where women can live the life they want

We got input from women. A lot of women. More than 5,000 around the world to be accurate. We aligned on a simple but powerful purpose: to聽create a world where women can live the life they want, by breaking v-zone聽taboos.

At its core, this purpose is about embracing our femininity. It鈥檚 about saying聽that the V-Zone 鈥 the vulva, vagina and V-shaped intimate area 鈥 should be聽a source not of shame but of pride. More than just a letter, the V symbolises聽women鈥檚 most intimate body part, a symbol of female empowerment.聽So聽we聽put the V at the heart of the brand story and embedded it into the brand聽mark.

In so doing, we were building on an existing visual brand asset, the blue聽rhombus. To this we added bold structure. We simplified. We eliminated silly聽frills, waves and swooshes. And then we put the V-symbol front and centre聽everywhere. No compromise, no fear, no taboo.

Uniting global audiences

Our new purpose and identity have united audiences globally; cross-agency teams, retailers and stakeholders from around the world. And women everywhere love it. Six months after launch in China, Libresse鈥檚 brand awareness was up by 47%, reaching 270 million. In the Malaysian market leader Libresse reached an all-time high market share of 35.8%, growing faster than the market and driving category growth.鈥

The work of ending V-Zone taboos is not done. But while Libresse continues to out-perform the market around the world, we know that every day we get a little closer.鈥

Media Response

Awards

TBC

Press

TBC

If you want to know more about this project, we would be happy talk