Vulva Care Launch (DIVA)
This was DIVA’s first expansion beyond menstrual products, moving into intimate skincare, a category where consumer awareness and education are often limited. With four products serving different needs, our challenge was to create differentiated messaging that connected each product to the right consumer, without overwhelming or confusing.
Creative Strategy + Execution
Partnered with the research team to analyze audience segmentation data, developing “brand muses” that embodied distinct consumer profiles.
Used these muses to guide persona-driven content strategies, ensuring each product launch was supported by tailored messaging and visuals.
Designed and edited ad creatives mapped out in Figma for clarity across stakeholders.
Briefed and managed influencer partnerships that aligned with each persona, extending the educational reach into trusted peer-to-peer channels.
Balanced hands-on production (filming, editing, testing iterations of ad content) with strategic distribution planning across social and paid channels.
Impact
The Vulva Care launch established DIVA as a credible voice in a new category, introducing products with both authority and relatability. While the long-term results continued after my departure, the early rollout was recognized internally as a strong and strategically sound category entry, built on consumer insights and persona-driven creative.
→ Role: Content Producer & Creative Strategist
→ Timeframe: 2024-25
→ Team: Social + Paid Media teams, Influencer partners
→ Impact: Successful entry into a new product category (skincare for vulvas)