The Ask: Identify and break a taboo within female intimate health, showing how the idea works across both liberal (UK) and conservative (UAE) markets.
The Taboo: Women’s learned shame for their vaginas conditions them to ignore what’s “down there”.
The Insight: We can’t learn from something we’re too embarrassed to look at. [Strategy Deck]
The Idea: When it comes to vaginal health, our underwear notices changes before we do. So we added a pH patch that flags early imbalance and reminds women to just look down to know what’s up.
SKIMS COLLAB
Underwear designed with a built-in health feature that helps women stay aware of their vaginal pH. A small patch inside the panty line stays off-white when pH is healthy and turns orange when it rises into a range of 5.0 + that can signal BV or a yeast infection.
Click through to see how the pH patch works ↓
IN-PACK INSERT
A simple visual guide explaining what different discharge means. Placed inside Canesten & Skims x Undie Check products, it shows color and texture examples so users can spot changes quickly.
Private in-pack format works well in conservative markets.
PODCASTS
Discreetly reach women through podcast spots in both UK and UAE markets.
WOMEN’S BATHROOM’S
Placed in women’s gym locker rooms and bathrooms, these locations are chosen to be private and culturally appropriate, especially in the UAE.
UNDIE CHECK GPT
AI tool that helps users identify pH shifts by analyzing photos of discharge or scanning products like soaps and detergents. If something scores low on vaginal friendliness, it sends users directly to Canesten’s recommended alternatives.
JUST LOOK DOWN TO KNOW WHAT’S UP!
SO REMEMBER LADIES…
Art Direction & Strategy: Mia Forouhari
Copywriting & Strategy: Kenna Lloyd