Part of Tena’s #Ageless initiative, the new campaign puts sexual wellness and pleasure among Flat Age women in the spotlight, with Tena delivering wellbeing packs to influencers across the UK and France that contain Hanx lubricant, Kegel exercise instructions and Tena Silhouette underwear.
QR codes on the packs link to Tena's free My Pelvic Floor Fitness app, offering daily reminders, progress tracking and advice. The campaign is supported by illustrations from artist Stina Persson, featuring statements such as: 'No complications, I know what I want,' and 'I still own the feeling between my legs'.
‘Older women’s sexuality has long been underestimated and under-represented. With Je Joue and these wellbeing packs we encourage women to continue enjoying the pleasure they can get from their bodies, no matter what age they are,’ explains Bridget Angear, joint chief strategy officer at AMV BBDO, the agency behind the campaign.
In our interview with Elvie co-founder Tania Boler, we explore how technology is transforming women’s personal care into a positive experience.