Damiva, a women's health and beauty company, has launched "Mae," a new vaginal moisturizer with a snazzy, sassy attitude -- if vaginal lubricant had an attitude, per se. Toronto agency Open worked on the packaging and promotion for the products, with a campaign that includes lines like "drier than a British comedy," and "Enough beating around the bush." The product is aimed at strong, independent women, like Mae West, the actress and playwright who was jailed for her Broadway play, "Sex," who the product is named for.
Open is also an investor in Damiva. The brand has also come out with facial cream "Frida," named after Mexican artist Frida Kahlo. It prevents excess facial hair growth. Both are aimed at women aged 35 and up -- who might appreciate the cute lines in the advertising better. The copy was typed up on a typewriter to also evoke a time women may long for.