| Title | Welcome New Vaginas 1 |
| Agency | Wunderman Thompson |
| Campaign | Welcome New Vaginas |
| Advertiser | LifeCup |
| Brand | LifeFemT |
| Date of First Broadcast/Publication | 2023 / 4 |
| Business Sector | Contraceptives & Pregnancy Tests |
| Philosophy | In a first of its kind, Colombian brand LifeCup, the country’s leading brand for Menstrual Cups alongside Wunderman Thompson Colombia, has designed a new product to help with the regeneration, hydration and skin care of the new vulvas of trans women – LifeFemT. The product, an intimate wash that has been designed specifically for trans women who have undergone gender affirmation surgery, is the first product on the market which fits the specific needs of trans women’s new vulvas, such as pH balance, hydration and bacterial flora, and tissue regeneration. 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). Realizing the the gap in the market for a product that is specific to trans womens’ physiological needs, Romina Rizzi and Stephanie Larumbe, female co-founders and leaders of LifeCup, and Wunderman Thompson Colombia developed LifeFemT. It followed 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. The formula for LifeFemT consists of amino acids, a lipid complex, as well as calendula, and aloe vera, and works to provide regeneration, hydration of the vulva and elasticity required by trans women’s new intimate area for their daily routine. The product branding incorporates the trans flag, designed by Wunderman Thompson Colombia. |
| Media Type | |
| Length | |
| Advertising Manager | Romina Rizzi |
| Advertising Manager | Stephanie Larumbe |
| Global Chief Creative Officer | Bas Korsten |
| Global Chief Creative Officer | Daniel Bonner |
| Regional Chief Creative Officer | Daniel Minaker |
| Regional Chief Creative Officer | Sebastian Tarazaga |
| Chief Creative Officer | Daniel Payan |
| Executive Creative Director | Sergio Tenjo |
| Executive Creative Director | Pipe Ruiz Pineda |
| Creative Director | Juan Sebastián Rodríguez |
| Creative Director | Patricio Vargas |
| Strategic Planner | Natalia Castaño |
| Art Director | Juliana Martínez |
| Art Director | 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 Company | Macarena Films |
| Director | Sole Olarte |
| Director of Photography (DOP) | Lucas Sempere |
| Executive Producer | Miche González |
| Music / Sound Design | Diego Cáceres |
| Music / Sound Design | DC Audio |
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