Discussion of Feminine Dryness: Replens Ads Ask “Va-dry-na?” and, Celebrate “Va-jay-yay!”
Women know that vaginal dryness is common, and that it is something they can not only do something about but, more importantly, talk openly about.
NEW YORK–(BUSINESS WIRE)–The makers of Replens have launched a new marketing campaign that proudly proclaims the era of open discussion for women is here at last! Print ads ask “Va-dry-na?” and let women know to celebrate with “Va-jay-yay!” talking loud and proud about vaginal issues with frank, honest, transparent, and open dialogue.
“The time is right to take a less clinical approach to marketing a product like Replens,” says Stacey Feldman, Vice President Marketing, Women’s Health & Personal Care SBU, Church & Dwight, Co., Inc. Women know that vaginal dryness is common, and that it is something they can not only do something about but, more importantly, talk openly about. Thanks to the makers of Replens; along with cutting-edge Brooklyn, New York ad agency, The Joey Company; and Oprah, of course, for making a word first heard on ABC’s hit show Grey’s Anatomy, “vajayjay,” go viral.
Clinically proven Replens Long-Lasting Vaginal Moisturizer provides an over-the-counter, estrogen-free option to cope with feminine dryness, one of the most troublesome menopausal symptoms. Replens Long-Lasting Vaginal Moisturizer restores everyday comfort, and silicone-based Replens Silky Smooth Lubricant lasts for hours to supplement the body’s natural lubrication. When applied just before intimacy, Silky Smooth eases penetration and enhances sexual activity.
“While the word ‘vajayjay’ may be silly, it allows women to feel more comfortable talking about sexual issues than most of the other less cute euphemisms out there,” adds Feldman.
Replens is available at most drug stores, discount stores, and online.
Church & Dwight, Co., Inc., headquartered in Ewing, NJ, manufactures and markets a wide range of personal care, household and specialty products including ARM & HAMMER, FIRST RESPONSE, and other trademarks.