Saforelle: #SkincareForDownThere, 2

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.