Undie Check | 2025
When it comes to vaginal health, our underwear notices changes before we do. But due to years of cultural stigma, many woman feel too ashamed to even look at their own discharge. So Canesten partnered with SKIMS to create a pH underwear that discreetly flags early signs of imbalance and reminds women to look down to know what’s up.
Case Study
pH Underwear
A small patch inside the panty line 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.
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
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.
In-Pack Insert
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