Women’s wellness brand Naydaya is looking to break intimate health taboos with the launch of “End the dry spell”, a new campaign backed by health experts and women’s health advocate and presenter Ashley James.
The hard-hitting work will challenge misinformation around vaginal dryness and shine a spotlight on the issue and its impact on the physical and mental health of UK women.
The brand’s campaign is inspired by the alarming fact that although as many as 82% of women are affected by vaginal dryness, only 46% of those who have experienced it sought help from a medical professional.
“One of the most overlooked symptoms for women is intimate dryness, yet for our customers, it’s the most prominent issue that they’re looking to solve when they come to us,” Naydaya founder, Fiona Toomey said.
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“When our intimate dryness Victory Oil began selling one every five minutes, we realised the extent of women that were navigating this symptom – and most likely in silence! It’s time for us to open up the conversation and let women know they aren’t a biological anomaly, and you don’t have to accept the perpetual discomfort or miss out on the joy of intimacy.”
Perpetuating the taboo around the issue, further research found that 29% of people believed that intimate dryness could not be helped, and that 25% of women mistakenly believed that intimate dryness only affected older women.
James added: “Even after becoming a mum, it feels like discussing women’s health is still shrouded in shame which can make you feel overwhelmed and isolated when navigating the new and unfamiliar body changes experienced alongside hormonal milestones like post-partum or the menopause.”