For the first time, trans women who undergo gender affirmation surgery will find a feminine intimate care product designed for their specific needs. LifeFemT is an intimate wash that helps with the regeneration, hydration and skin balance of the new vulvas of trans women. The product was developed by menstrual cup brand, LifeCup, with Wunderman Thompson.
A recent survey by Trans PULSE Canada revealed there is a significant unmet need for treatment of the neovaginal microbiome, with research showing that nearly half of transgender and gender diverse participants with vaginoplasty experienced gynecological symptoms in the past year, including malodor, abnormal or disturbing discharge, and itching (Krakowsky et al, 2022).
LifeFem T follows extensive research and product development with the most important gender affirmation surgeons and specialists in the country, as well as women belonging to the trans community.
Ximena Borré, a trans woman who was part of the community that consulted on the project, commented, “Trans women are women, but we are also trans – and becoming who we are can take months or years, sometimes even when you’re fighting with yourself. Right after gender affirmation surgery, it’s easy to get overwhelmed with questions like, how do I take care of myself? What product do I use?” Ximena was one of the women who tested the product and helped with the creation of the campaign.
LifeCup founders, Romina Rizzi and Stephanie Larumbe, added, “We have worked closely with the top gender affirmation surgeons in the country, as well as trans women, to develop a product which will actually be useful to them – it’s one thing that they don’t need to worry about, they can just pick up and know that it’s specially made for them, giving them the specific formula needed to help them care for their new vagina.”
The product branding incorporates the trans flag, designed by Wunderman Thompson Colombia.
Daniel Payan, chief creative officer for Wunderman Thompson Colombia, stated, “Every so often a project comes our way which bears particular relevance and weight – and this was certainly one of them. Romina and Stephanie realised that trans women needed an intimate care product which specifically caters to their needs, and so we have been very proud to help them develop LifeFemT. Using the colours of the trans flag, we have created branding to show trans women that they are not only seen – but also welcomed.”
Álvaro H. Rodríguez, Colombian Surgeon, pioneer in transgender surgeries and member of the WPATH (World Professional Association for Transgender Health) said: “Vaginoplasty is a surgical intervention where we build a new vagina from the skin that the patient already has and where tilapia skin grafts are used to give it texture and greater elasticity. This makes postoperative recovery deserves special care due to the new physiological characteristics, making it a little more complex care. This is where this new daily use wash becomes relevant, because now trans women will be able to find a product on the market that fits the specific needs of their new vulva, such as pH, hydration and skin regeneration.”
Credits
Client: LifeCup
Founder: Romina Rizzi
Chief Executive Officer: Stephanie Larumbe
Agency: Wunderman Thompson Colombia
Global Chief Creative Officers: Bas Korsten & Daniel Bonner
Chief Creative Officers, LATAM: Daniel Minaker & Sebastián Tarazaga
Chief Creative Officer, Colombia: Daniel Payan
Executive Creative Directors, Colombia: Sergio Tenjo & Pipe Ruiz Pineda
Creative Directors: Juan Sebastián Rodríguez & Patricio Vargas
Strategic Planner: Natalia Castaño
Art Directors: Juliana Martínez & Paula Ramírez
Account Director: Paula Parra
Account Executive: Juan David Convers
Copywriter & Social Media: Sofia Isaza
Editor: Roberto Ramírez
Motion Graphics Designer: Alan Ramírez
Production House: Macarena Films
Director: Sole Olarte
DOP: Lucas Sempere
Executive Producer: Miche González
Music & Sound Design: Diego Cáceres @ DC Audio
