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LONDON—Essity, the feminine care company that sells Bodyform in the U.K. and Libresse across Europe, has launched a new campaign to announce its first push into period underwear.
Wearable, reusable period panties are a relatively new innovation driven by brands such as Modibodi—which last year had an ad banned on Facebook for depicting red period blood. They negate the need for tampons and sanitary pads with an absorbent core.
The new spot, by London agency AMV BBDO, is titled #LetYourBodyFlow and aims to destigmatize periods while promoting its new product, Intimawear.
Periods are normal, and showing the reality and beauty of them should be too.
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