Breaking the silence on vaginal health

At a glance, a Brand Growth case

For a leading pharmaceutical company, Innate Motion helped reframe vaginal health communication from a clinical topic to a human and culturally resonant conversation. By creating space for women to speak freely about intimate care, we enabled a shift from science-led to empathy-led brand strategy, resulting in a more inclusive and emotionally relevant communication.

87% of women are embarrassed to use the word vagina. There are up to 20 nicknames.

A 22.3% rise in female genital surgeries in Germany reflects pressure to conform to beauty ideals.

21% of women are too embarrassed to seek medical help for female health concerns.

Business Challenge

A leading pharmaceutical company offering a range of intimate care products for gynaecological infections needed to develop a competitive global portfolio strategy. The existing product architecture focused solely on functional benefits and age brackets, neglecting the psychological, emotional, and cultural dimensions of women’s experiences with vaginal infections.

Humanizing journey

We worked with the client to humanize the journey of vaginal care. Through deep empathy sessions with women from diverse backgrounds in China, Germany, Italy, and Taiwan, we explored how they experience and navigate vaginal health. We used projective exercises and storytelling prompts to uncover unspoken needs, psychological tensions, and cultural taboos.

To complete the picture, we also interviewed pharmacists and gynaecologists to understand the medical perspective, uncovering blind spots in how prevention and treatment are communicated.

Impact

Together, we shaped a differentiating product portfolio based on women’s realities, helping the client shift from treating conditions to supporting vaginal health with confidence and care. We created a packaging and communication strategy that confronts cultural taboos and builds a visual language resonating across borders and generations.

“This work reminded us that addressing a woman’s needs starts with acknowledging her humanity. Empathy became the starting point for strategy and a competitive edge.”