The What’s in My Vag campaign reimagines the familiar “What’s in my bag?” social media format through a series of overhead photographs featuring flesh-toned toiletry bags art-directed to subtly resemble vulvas. Developed by Publicis Spain for Vagisil, the campaign launched in May across outdoor, digital and social channels. Each image arranges intimate care products inside the bags as everyday cosmetic essentials, including Soothing Oatmeal Cream, Lubricating Gel, Odor Block Deodorant Spray and Daily Intimate Wash. Composition and styling establish the visual reference without using explicit anatomical imagery, adapting a recognizable online content format into advertising creative.
The campaign examines why intimate care products are often kept out of sight while other personal care items are commonly shared and discussed. Publicis Spain cites heat, humidity, sweat, swimming pools and sand as seasonal factors linked to increased intimate discomfort during summer. Advertisements have appeared at Madrid's Atocha Train Station, Moncloa Bus Station and shopping malls across the Spanish capital.
Image Credit: Publicis Spain
Key Themes Behind This Trend
- Intimate-care Visibility
- Mainstream advertising formats are normalizing private health products, creating space for brands to reduce stigma through familiar lifestyle storytelling.
- Social-format Reframing
- Recognizable digital rituals like bag reveals can be repurposed into category education, making sensitive products feel more culturally accessible.
- Subtle Anatomical Design
- Suggestive visual cues offer a less explicit creative pathway for regulated or stigmatized categories to communicate clearly in public media.
Where This Applies
- Personal Care
- Intimate wellness products are moving closer to beauty and grooming routines, expanding opportunities for everyday retail positioning and premium product design.
- Advertising
- Campaigns that adapt viral social conventions can help agencies build culturally fluent creative for categories that have traditionally avoided open discussion.
- Women’s Health
- Seasonal discomfort messaging and public placement are broadening how reproductive and intimate health brands engage consumers outside clinical settings.
