Undie Check | 2025
Our underwear notices vaginal changes before we do, but stigma keeps most women from paying attention. Canesten partnered with SKIMS to change that, creating pH-detecting underwear that discreetly flags early signs of imbalance with an easy reminder: Look down to know what's up.
Role: Copywriter, Strategist
Partnering with SKIMS, we released a line of underwear with a small patch inside that stays white when pH is healthy and turns orange when it rises into a range of 5.0 + which can signal BV or a yeast infection.
pH Underwear
Placed in women’s gym locker rooms and bathrooms, these locations are chosen to be private and culturally appropriate, especially in more conservative markets.
Women’s Bathrooms
In-Pack Insert
A simple visual guide explaining what different discharge means. Placed inside Canesten & Skims Undie Check products, it shows color and texture examples so users can spot changes quickly. Private in-pack format works well in both liberal and conservative markets.
Podcasts
Discreetly reach women through podcast spots in both liberal and conservative markets.
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.
Art Direction & Co-Strategist: Mia Forouhari