Europe – Tena has released a campaign to challenge perceptions about women’s ageing and incontinence.
The campaign, #Ageless, features women aged over 55 who discuss their real-life experiences in relation to sexual pleasure and body confidence. Directed by Yorgos Lanthimos, the film looks at ageing and the lesser-discussed biological inconveniences that come with it through an intimate and sex-positive lens.
The campaign was created in response to research from Tena, which explored attitudes towards ageing. While 44% of women under 35 believe that bladder leakage would negatively affect their sex lives, only 10% of women over 50 say that it has. According to Lisa Myers, marketing manager for Tena, ‘the research findings clearly demonstrate that there is a huge disparity between younger and older women when it comes to understanding the realities of incontinence and its impact on sex and intimacy in later life’.
As the next iteration of body positivity unfolds, Tena is demonstrating its position as a Life-stage Brand, helping to alleviate health problems that women encounter later in life.