IndieWork: Dismantling FemHealth Stigma, One Hoo-Ha At A Time

Article original posted in Indie Agency News

How Do You Sell A Product That Helps People Manage Vaginal Odor If You Can’t Use The Word “Vaginal”?

• There’s a need in femhealth marketing for directness and realism, but regulations and policies often prevent the use of straightforward language and realistic imagery.
• Industry professionals are moving away from idealized and clichéd portrayals of women and are now representing a broader spectrum of bodies, challenges, and experiences.
• Agencies and their brand partners—such as Curiosity and pH-D Feminine Health—are increasingly working together to be bold and provocative in this space and eliminate the shame and stigma traditionally associated with women’s health topics.

How do you sell a product that helps people manage vaginal odor if you can’t use the word “vaginal”?

In a recent live panel discussion hosted by Indie Agency News, we dug into the constraints that plague femhealth advertising and the ways savvy creatives are not only subverting them to create memorable campaigns that connect authentically with women but also pushing for systemic change that allows for more direct advertising in this category.

The session featured insights from Meryl Draper, CEO and Co-Founder of Quirk Creative; Angela Campos, Commercial Director at Quirk Creative; Deeannah Seymour, CEO and Co-Founder of pH-D Feminine Health; and Katie Gerdes, Group Creative Director at Curiosity.

Real women, real experiences

Campos opened the discussion by explaining a recent shift in how women’s health products are marketed. “There is a big sway towards language and tone that is much more authentic. So we’re no longer sort of trying to make things pretty or soften the blow, so to speak,” she said. “It is much more direct in terms of casting, moving away from this perfect, ideal woman in terms of physicality. It’s more about representing a true spectrum of the women who will be using these products.”

Draper noted that areas traditionally considered taboo are now recognized as profitable business sectors. “The spaces that have historically held a lot of shame around women’s health are actually really profitable business sectors,” Draper said. “And so what we’re seeing is this influx of innovative, forward thinking, femhealth brands emerging that… are realizing we can make a lot of money and be really successful if we start thinking about what women want, what they want to purchase, and how we can talk to them in a way that feels authentic and real.”

But Campos said friction remains: “Sometimes a client will come in and they’re down for moving past clichés, but in reality, what they want to do is replicate.” This, she explained, creates tension between innovative approaches and traditional expectations.

Speaking from the brand side, Seymour explained the hurdles her team faced with censorship. “We had a lot of pushback,” she said, detailing the obstacles they encountered in securing approvals for their messaging. She explained that they had to “regroup along the way” and adapt their strategies to overcome systemic biases and rejections from various networks. 

A vagina by any other name

Curiosity and pH-D Feminine Health were ready to be bold and direct but found themselves unable to call the brand’s vaginal health products by their names and purposes. Their solution? Lean into some of the playful euphemisms women use for their down-their area—like “beaver,” “taco,” “hoo-ha” and “cootie cat”—in their campaign, “Love & Hearts for Your Lady Parts.”

It was the first work Curiosity created for the brand since pH-D announced that the indie agency would be its Creative and Social AOR in April.

A 30-second hero spot is dedicated to pH-D’s Boric Acid Vaginal Suppositories, Boric Acid Foam Wash, and a Vaginal Moisturizing Gel, while three 15-second clips highlight individual products. The videos were destined for broadcast networks such as Bravo, HGTV, Food, BET, and OWN, plus Hulu, Roku, and SlingTV—but getting them approved wasn’t easy.

“We had a lot of pushback,” Seymour said, detailing the obstacles they encountered in securing approvals for their messaging. She explained that they had to “regroup along the way” and adapt their strategies to overcome systemic biases and rejections from various networks. For example, they had to nix “punani” from one version of a spot to get it approved for some outlets, and “vagina” was off the table entirely.

“We did a lot of consumer research, social listening,” Gerdes said, discussing the process of developing a campaign that was bold, respectful, realistic and reflective of real-world language—while also remaining fun and lighthearted.

Predictions and advice

The panelists offered predictions for the future of feminine health marketing and advice for others seeking to advance this sector. Campos advised brands to focus on deepening their understanding of consumer needs and staying ahead of shifting societal attitudes. “Be prepared to adapt quickly,” she said.

Draper predicted that the push for authenticity and transparency will only grow stronger. “Brands that fail to engage with these values will find themselves left behind,” she said, noting that future campaigns should lean into data and consumer insights to tailor messaging and connect with audiences on a more personal level. She urged marketers to address topics like menstrual health, menopause, and vaginal odor openly and respectfully to help dismantle the shame that has surrounded these topics for far too long.

Seymour encouraged marketers to embrace innovation and take calculated risks. “Don’t be afraid to challenge the status quo,” she said. Seymour believes bold, creative approaches would lead to breakthrough moments and greater consumer engagement.

Gerdes rounded out the discussion by focusing on integrating new technologies and platforms. “Keep an eye on emerging tools that can enhance how you connect with your audience,” she said.

Despite facing significant challenges such as censorship and client reluctance to move beyond clichés, the industry is making strides toward more meaningful and inclusive representations of both women and their health.