CEDAR RAPIDS, Iowa--(BUSINESS WIRE)--Known for its straight-forward, no-punches-pulled approach to solving feminine hygiene issues, The RepHresh Brand is launching a new advertising campaign to communicate how RepHresh Vaginal Gel can eliminate common, but embarrassing, feminine hygiene issues. The new ads get the message out in a humorous, creative and candid fashion.
“We understand that talking about feminine odor and discomfort is awkward for most women, sort of like placing a box of tampons on the checkout counter for all to see,” says Kristin Stewart, Director of Marketing for RepHresh. “That’s why we took a unique approach with this new campaign. We want to educate women with an engaging, relatable message to ease the embarrassment on all levels.”
In one commercial, a woman disguises herself with Groucho glasses and mustache to discuss how vaginal pH imbalance can cause feminine odor. “The Groucho glasses are a lighthearted portrayal of both the way women want to hide when they have feminine odor and the way some feminine products try, unsuccessfully, to mask feminine odor,” says Stewart.
“There’s really no hiding behind Groucho glasses, is there?” says George Kase of Chicago Film Works, creative director/writer for the ads. “The disguise makes you stand out. It’s the perfect parallel for the way deodorizing products try to ‘disguise’ feminine odor.” RepHresh Gel is clinically shown to eliminate the cause of odor, unbalanced feminine pH, so odor really does go away without the need for added scents or deodorants.
The other commercial features a quintet of ballerinas representing various feminine hygiene products, including RepHresh Gel in the forefront. As the ballerinas attempt to balance “en pointe,” RepHresh dances on as the others fall in an unballerina-like fashion. “Our research shows that women are becoming better educated about how important pH is to feminine health, but they are confused by the claims they see at the shelf,” explains Stewart. “They see products that are labeled pH-balanced and think these products are going to have an effect on their personal pH. We’re trying to expose this misconception. There is a big difference between a pH-balanced product and a product that truly helps a woman’s pH.”
When a product says it is pH-balanced, it simply means that the product itself is set at a specific pH level. Only RepHresh Gel is clinically shown to maintain a woman’s healthy vaginal pH. “To take such a complicated message and make it work in 30 seconds – and make it fun…. We’re pretty proud of that,” says Kase.
“These new TV commercials are a breakthrough in the feminine hygiene category,” says Kase. “Using a wry sense of humor to convey a confidence and approachability for the brand, these spots offer a solution to consumers in a way that demonstrates a clear understanding about the problem. At the same time, these ads differentiate RepHresh from competitors by speaking candidly and providing women a strong promise of solving their problem without just masking the issue.”
Stewart says RepHresh has raised eyebrows for years as it has a penchant for bringing vaginal issues out in the open through their marketing efforts. “Women don’t talk about these topics – their mothers never sat them down to talk about odor and pH, so women don’t know that feminine odor is a common experience,” she says. “We want them to understand that they’re not alone and are not abnormal in having to deal with this problem. RepHresh offers real solutions for women to take control of their feminine health.”
In a survey of 3,000 women 18 years and older, 54% said that they had experienced vaginal odor in the past 12 months and 29% had suffered 3 or more times. The healthy vagina maintains a pH of approximately 3.5-4.5. When vaginal pH is unbalanced, odor causing microorganisms can flourish. Studies show that vaginal issues often occur when vaginal pH is unbalanced. By maintaining a healthy pH, women can help reduce their risk of vaginal issues. Vaginal pH imbalance can occur due to many common occurrences, such as hormone fluctuations, sexual activity, menstrual cycles, some personal care products, contraceptives, diet and stress.
The RepHresh brand has created a successful dialogue between women, doctors, and the media over the years to educate and bring a solution that works to millions of women who suffer from feminine odor and discomfort. The steady feedback RepHresh receives from grateful consumers indicate that pushing feminine hygiene issues under the rug only leads to unnecessary suffering for many women.
Lil' Drug Store Products, Inc. is responsible for the production, sales and distribution of innovative consumer healthcare products worldwide including: RepHresh® Vaginal Gel, RepHresh® Pro-B, RepHresh® Clean Balance™, Replens® Long-Lasting Vaginal Moisturizer, Wellgate® For Women, and Pre-Seed Fertility Friendly Lubricant. Products are available at most drug or discount stores as well as online. Visit www.RepHresh.com or call 877.507.6516 for more information.
Chicago Film Works is a Chicago based boutique advertising agency and film and video production company that offers a full range of creative and production capabilities nationwide and internationally. 312.371.4319.