Tena has teamed up with sex toy brand Je Joue to show sexuality has no age limit.
The campaign shows artistic silhouettes of women (which feature on Tena’s packaging) as they proudly reclaim their sexuality with empowering phrases including, "I still own the feeling between my legs", "It’s pleasure, not pleasing" and "No complications, I know what I want".
This comes alongside influencer activity which saw the brand deliver wellbeing packs – featuring lubricant, kegel exercise instructions and underwear – to social media moguls across the UK and France. Each pack also includes a QR code which links to Tena’s My Pelvic Floor Fitness app, which focuses on improving pelvic floor strength.
The work was created by Clark Edwards, Andre Hull, Verity Fenner and Julia Merino.
Tena first launched its "#Ageless" campaign in March to challenge perceptions of women’s ageing and incontinence.