Scent by You
For Love Wellness
As a culture, we avoid talking about things that make us uncomfortable, like the natural smell of a vulva.
With all the harmful messaging out there, many people with vulvas are left thinking that if they don't smell like a flower, then something must be wrong with them.
Love Wellness is here to set the record straight. You don’t need to smell like roses, piña coladas, or ocean paradise. You should smell like you.
First, we teased out the new campaign with videos that left people curious about vulvas.
Next, we launched with a Public Cervix Announcement on Hulu TV and YouTube.
Then, we broke it down on social media with short vignettes of all the things the vulva shouldn’t smell like.
We continued to carefully craft the art direction to bring attention to the vulva in an elevated visual style.
To launch the new product refresh, we created a landing page that brought the campaign to life on lovewellness.com
Credits:
Agency: The Major Behavior
Client: Love Wellness
Creative Director: Ken Erke
ACD, Art Director: Brian Lamy
ACD, Copywriter: Rachel Block
Art Director: Rachel Warner
Executive Producer: Mary Cheny
Director: Soleil Denault
Production Company: L’ÉLOI
Tags: Art Direction, Branding, Broadcast, Creative Strategy, Digital + Social, Online Video, Visual Storytelling, Digital Design, Graphic Design, Print Design, YouTube, Instagram Story, Facebook, Pinterest, Website, Email Marketing, UX/UI, User Experience Design