OVERVIEWHow do you make intimate skincare part of the dating conversation?
Femfresh wanted to move beyond its clinical heritage and become culturally relevant to a new generation of women. Together with Thursday, the disruptive dating app, we created a bold campaign that reframed intimate skincare as part of modern dating rather than something hidden behind bathroom doors. Through a culturally-led creative platform spanning OOH, influencer partnerships, digital content and an immersive live experience, we transformed an everyday product into a conversation people genuinely wanted to have - delivering millions of impressions and meaningful engagement.
thursday.com
STRATEGYCampaign Strategy • Cultural Insights
CREATIVECreative Direction • Campaign Creative • OOH • Art Direction
EXPERIENCEExperiential Activation • Event Production • Influencer Experience
CONTENTSocial Campaign • Influencer Marketing
Turning intimate skincare into a cultural conversation across digital, social and the streets.
Successfully repositioned Femfresh to a younger, culturally engaged audience
The challenge wasn’t awareness - it was relevance. We identified an opportunity to move intimate skincare out of the health aisle and into culture by connecting it with a conversation millions of young women were already having: modern dating.
DECODE
CREATEWe developed a creative platform that united Femfresh and Thursday around confidence, honesty and real-life connection. From campaign messaging and creative direction to influencer content and a standout experiential activation, every touchpoint was designed to feel refreshingly open, playful and socially native.
The campaign launched across OOH, influencer partnerships, digital content and a live consumer activation, creating sustained conversation before, during and after the event. The result was millions of impressions, strong engagement and a brand story that felt culturally relevant rather than clinically driven.
AMPLIFY
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