How do you revolutionise the way consumers think about intimate hygiene? Femfresh faced a challenge to drive new sales in a low interest, low awareness, low penetration category. The ‘Wash Your Face’ campaign gave a powerful upbeat resonance to the category by alerting consumers’ to a simple truth: you wouldn’t use shampoo to wash your face, or foot cream in your hair – so why wouldn’t you use a specialised product for the special requirements of your intimate area, too?
The campaign ran across print and digital media, delivering the brand’s thought-provoking message to over 4.9m consumers, with over double the industry engagement standard. Commercially, the brand went from strength to strength, with Net Sales rising by 14.4% against the previous year.