Vagisil has launched a bold campaign in Madrid's train stations and shopping centers that is proving to be both eye-catching and controversial. The campaign, titled 'What's in my Vag?', features wash bags art-directed to resemble vulvas, filled with their intimate care products. The aim is to shift the narrative around women's hygiene from something taboo to a normal part of daily life.

Created by Publicis Spain, this campaign highlights what they see as a contradiction: while skincare and body care are widely embraced, intimate care remains a hushed topic. With summer months seeing increased vaginal discomfort due to heat, sweat, and chlorine exposure, Vagisil believes now is the perfect time to challenge these norms.

The 'What's in my bag?' trend on social media also plays a significant role in this campaign, as it mimics the concept of sharing essential items. However, unlike other products like makeup or skincare, intimate care items are often left out. Publicis wondered if this was due to habit or embarrassment.

By using familiar trends and familiar objects, Vagisil hopes to make a statement that can’t be ignored. The campaign has appeared across various public spaces in Madrid as people prepare for their summer holidays, aiming to break down taboos through everyday visibility.

The impact of these provocative ads is undeniable; they have certainly made commuters and shoppers take notice. Whether this will lead to more open conversations about intimate hygiene remains to be seen, but one thing is clear: Vagisil has successfully turned heads in Madrid's bustling centers.