When it comes to the puss, let’s stop making a fuss. Instead let’s lift the taboo on intimate care and talk openly, instead of using cringy euphemisms. With our campaign ‘Take care of Elle’ we did just that, communicating that a vagina is an essential part of a woman’s body, just like any other. And that Saforelle wash solution is a natural part of your daily routine. To support the line, our visual was just as no-nonsense. We consciously avoided images of women in bright white knickers, frolicking through flowering fields. Instead, we showed reality ‘as is’ with a person in the shower, washing her vagina. No more, no less and no euphemisms in sight. Next to this, we used the campaign for educational purposes, teaching women a simple, three-step routine to keep themselves fresh and healthy.