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08/04/2022

Queen V demystifies feminine health with ‘It’s Not So Woo Woo’ campaign

The campaign centers around demystifying vaginal health and understanding what it calls the Micro-V-iome.
Gisselle Gaitan
Online Editor
Gisselle Gaitan profile picture

Queen V, a brand known best for its feminine hygiene products, is looking to demystify the cultural conversation around women’s health and bodies with its new campaign.

The brand’s “It’s Not So Woo Woo,” initiative centers around demystifying vaginal health and understanding what it calls the Micro-V-iome.  

According to the brand, the Micro-V-iome is a unique ecosystem with good and bad bacteria that make up feminine health and how it and the surrounding delicate skin can be impacted by changes to pH levels, harsh products or hormones. Its products help maintain pH, fight off harmful bacteria, and help ward off infections.

[Read More: Queen V relaunches as part of Reckitt’s portfolio]

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Queen V ‘It’s Not So Woo Woo’ campaign

“All vaginas are magical and should be celebrated!" said Queen V founder and global brand marketing director, Lauren Steinberg. "When we launched our Micro-V-iome line of intimate wellness products, we introduced a new approach to vaginal wellness…our Woo Woo campaign continues to tell our story, demystifying taboos and confusion surrounding vaginal wellness while celebrating vaginas everywhere!”

For the brand, “woo woo” isn’t a euphemism for vagina, but the mystical and cryptic feeling women get when their feminine health feels like it goes out of whack for no reason, the company said.

[Read More: Cheeky Bonsai women’s personal care products roll out to Target]

Queen V products are currently available for purchase online and at such retailers as Walmart, Target and CVS Pharmacy.

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