In the panty-liners spot, a young woman confidently goes about her business in a crowded city. Small details of her outfit change constantly-shoes, bag, nail varnish, eyeshadow-while the voice-over declares, "The little things you wear can change the way you feel." Two print ads, using fashion photography and the imagery of dressmaking, are the first feminine-protection ads to run toward the front of U.K. women's magazines.
Helle Dahlgren Skov, communications manager at Libresse, said, "We wanted to get out of feminine-hygiene slang. Blue liquid and traditional demonstrations do work, but there are other ways to make the products more engaging to consumers and to give the brand a life of its own. The core idea of wearing the product works across different cultures and different market maturity levels, and it's something we can build on in the future."