What's in my vag

Could Vagcare become the next big thing?

Skincare has become a daily ritual. Body care has evolved into an entire category. But when it comes to intimate care, the conversation is still surprisingly quiet.

That contradiction became the starting point for our latest campaign for Vagisil. We began with a simple fact: during the summer months, vaginal discomfort can increase by up to 50% due to heat, sweat, humidity, swimming pools, sand, and other seasonal factors. Yet despite being a common experience, intimate health remains something many people hesitate to acknowledge—let alone carry with confidence.

To bring that tension to life, we tapped into the viral What's in my bag? trend, where people proudly reveal the everyday essentials they never leave home without. Lipsticks, skincare products, snacks, chargers... even a whole avocado. Everything makes the cut—except intimate care products. Is it simply habit, or does embarrassment still play a bigger role than we'd like to admit?

Launched in late May 2026 by Publicis Spain, the campaign positioned Vagisil as an everyday summer essential, encouraging a more open conversation about intimate wellness while challenging the stigma that still surrounds the category.

The campaign appeared across social media, DOOH at Atocha Train Station and Moncloa Bus Station, before people leave to summer vacation. Also in shopping centers at Madrid.