When it comes to products being marketed to women about their "down there" places - the race is on to be smart, clever and out there. The question is - do you really want to give certain things to dear old mom for "Mother's Day?
Case in point: The pitch in the press release came like this: "Life moves too quickly. Help rejuvenate your mom with a day at the spa, indulge her with chocolates and flowers, help her relax and slow down from her fast-paced world full of deadlines, commitments and obligations. And help her be more comfortable with Replens, A Long Lasting Vaginal Moisturizer".
Alrighty then! This press release is making the rounds in the world of "Mommy Bloggers", and the rest of us - in the hopes that we will write and press send! And we are. Most of us are laughing and making fun of the very idea of giving dear old mom some vaginal moisturizer to make her more comfortable! And blogging away about the compaign's zany, ridiculous and perhaps even uncomfortable approach to marketing this difficult subject to women. Everyone blog I read is calling this a "bad idea". But I wonder...
I would bet that many women don't talk to their mothers at all about sexuality and as far as going down to the well of vaginal health including vaginal dryness, lubicants, arousal gels and sex toys? I'd bet the bank that those words never pass between most mother's and daughters.
This Shameless Woman actually gives a thumbs up to Replens on this campaign - no matter how odd it seems. They are trying to get us to talk about vaginas and dryness.
Frankly - this is something that simply happens as women age. And the question these marketers are stuck with is how do they do this in a "tasteful way"? I think that using humor is fabulous - and if this was an attempt at humor - they might have played that up a little bit more because humor is the best way to educate anybody about all things which make uncomfortable and squirmy!
Hats off to Replens because they got us women talking vaginas with <insert gasp> each other!
I recently did a focus group on lubricants. The company was trying to figure out how to talk about lubes to women. And they kept asking me about vaginal dryness as a "disease". I found it really annoying. I wanted to talk to women about the changes that happen in our bodies as we age as natural and expected. I didn't want vaginal dryness to be another disease to worry about! As women get older - some even starting for in our thirties - our vagina secrete less moisture. Vaginas are just more fun for everybody when they are wetter!
Teaching women about lubricants, vaginal moisturisers and arousal gels is as important as getting information out to women about menstruation. The marketers just have to figure out how to do this in a way that is not full of condensation and weirdness.
My suggestion - talk about how hot, sexy, fun sexuality can be as we age Give us advice and information on what we need to do to keep it hot!. Do it with humor and sass! Let women and men know what they can do to increase the pleasure and the comfort of mid life or senior sexuality.
My 85 year old hates it when her doctor talks to her about "Down There". She wants straight vagina talk!
Do I think that daughters will be giving mom a box of Replens for Mother's Day? Probaby not - but good try Replens anyway! You got us us talking about vaginal dryness - and I think that is a home run all by itself!
