pH-D Feminine Health: Smarty Pants
The challenge here was to build a bold, credible brand in a category few feel comfortable discussing—vaginal health. Vaginal odor and related topics are rarely talked about openly, and legacy players mainly offer limited, chemical-heavy solutions. New brands face steep costs and skepticism about product safety and effectiveness. Our task was to help pH-D earn women’s trust and break down these barriers.
“We still have a lot of work to do as a society to have equitable conversations regarding sexual wellness”
The insight was simple: no one knows a woman’s body better than she does. So, the creative placed women’s self-knowledge at the center of the campaign, using frank, empowering language to tackle “taboo” topics head-on.
In a category weighed down by stigma, we helped pH-D stand tall as a smart, confident voice for women’s health by putting the subject and subject area front and center. Because the more vaginal odor is discussed unabashedly, unashamedly, the more normalized the conversation becomes.
The result? A visually beautiful, authentic campaign that normalized normal parts of everyday life by demystifying (and destigmatizing) vaginal health, making pH-D a trusted, approachable name. And nearly doubling sales year-over-year didn’t hurt either.