LifeFemT - "Welcome New Vaginas"

Wunderman Thompson

Wunderman Thompson Bogotá, Colômbia

1403

Marca: LifeFemT
País: Colômbia

Anunciante: LifeCup

Titulo	Welcome New Vaginas
Agência	Wunderman Thompson
Campanha	Welcome New Vaginas
Anunciante	LifeCup
Marca	LifeFemT
Data da primeira Transmissão/Publicação	2023 / 4
Sector Empresarial	Contraceptivos e testes de gravidez
Filosofia	In a first of its kind, Colombian brand LifeCup, the country’s leading brand for Menstrual Cups alongside Wunderman Thompson Colombia, has designed a new product to help with the regeneration, hydration and skin care of the new vulvas of trans women – LifeFemT. The product, an intimate wash that has been designed specifically for trans women who have undergone gender affirmation surgery, is the first product on the market which fits the specific needs of trans women’s new vulvas, such as pH balance, hydration and bacterial flora, and tissue regeneration. A recent survey by Trans PULSE Canada revealed there is a significant unmet need for treatment of the neovaginal microbiome, with research showing that nearly half of transgender and gender diverse participants with vaginoplasty experienced gynecological symptoms in the past year, including malodor, abnormal or disturbing discharge, and itching (Krakowsky et al, 2022). Realizing the the gap in the market for a product that is specific to trans womens’ physiological needs, Romina Rizzi and Stephanie Larumbe, female co-founders and leaders of LifeCup, and Wunderman Thompson Colombia developed LifeFemT. It followed extensive research and product development with the most important gender affirmation surgeons and specialists in the country, as well as women belonging to the trans community. The formula for LifeFemT consists of amino acids, a lipid complex, as well as calendula, and aloe vera, and works to provide regeneration, hydration of the vulva and elasticity required by trans women’s new intimate area for their daily routine. The product branding incorporates the trans flag, designed by Wunderman Thompson Colombia.
Tipo de Mídia	Case Study
Comprimento	113 seconds
Director de publicidade	Romina Rizzi
Director de publicidade	Stephanie Larumbe
Global Chief Creative Officer	Bas Korsten
Global Chief Creative Officer	Daniel Bonner
Regional Chief Creative Officer	Daniel Minaker
Regional Chief Creative Officer	Sebastian Tarazaga
Chief Creative Officer	Daniel Payan
Director executivo criativo	Sergio Tenjo
Director executivo criativo	Pipe Ruiz Pineda
Director criativo	Juan Sebastián Rodríguez
Director criativo	Patricio Vargas
Planeador estratégico	Natalia Castaño
Director de arte	Juliana Martínez
Director de arte	Paula Ramírez
Director de contas	Paula Parra
Executivo de contas	Juan David Convers
Copywriter & Social Media	Sofia Isaza
Editor	Roberto Ramírez
Motion Graphics Designer	Alan Ramírez
Produtora	Macarena Films
Realizador	Sole Olarte
Director de fotografia	Lucas Sempere
Produtor executivo	Miche González
Music / Sound Design	Diego Cáceres
Music / Sound Design	DC Audio