This double success story highlights the importance of leading brands in transforming societal perceptions, especially around the persistent taboos of menstruation. Over eight years, Essity’s intimate hygiene brands consistent and powerful campaigns have significantly shifted perceptions about women's bodies, from stigma to normality in many countries.

In 2017, Essity was first to reveal the true color of menstruation until then displayed in blue on television adverts. An initial campaign followed by many disruptive others aiming at improving the well-being of women across all stages of life, from early menstruation at school to menopause.

“Feminine Care is a category where, leveraging deep consumer insights, Essity has broken taboos and stigmas through courageous campaigns. Translating these insights into effective brand building campaigns helps improve our consumers well-being and build trust to our brands. We believe this is what is expected from leading brands. I am proud of the recognition our recent campaigns have received, which recognizes our long-term commitment and is perfectly aligned with Essity’s brand purpose, Breaking Barriers to Well-being", declared Tuomas Yrjölä, President Global Marketing & Innovation at Essity.

Essity remains fully committed to breaking taboos around hygiene and health, particularly regarding periods, so that the 1.8 billion people over the globe who menstruate every month can feel empowered, supported and live the life they want without fear or shame.

Essity has a longstanding track record of breaking barriers in menstrual health across the world with the support of leading global and regional brands such as Libresse, Saba, Nosotras, Bodyform, Nana, Knix, Modibodi, TOM Organic, Tork, and with the ambition to continue to drive systemic change.