Skincare has become ritual. Body care has become business. But intimate care? That category still tends to get shoved into the bottom of the bag—and preferably underneath everything else.m That contradiction powers Vagisil’s latest campaign from Publicis Spain, which asks a cheeky but pointed question: Could “vagcare” become the next big thing?
The campaign begins with a seasonal truth. During the summer months, vaginal discomfort can increase significantly due to heat, sweat, humidity, swimming pools, sand and other warm-weather factors. Yet despite how common those experiences may be, intimate care products are rarely discussed with the same confidence as sunscreen, lip balm or moisturizer.
Enter “What’s in my vag,” a campaign that riffs on the endlessly popular “What’s in my bag?” social trend.
You know the format: creators empty out their handbags and proudly reveal the supposedly essential items they carry everywhere. Lipstick. Skincare. Chargers. Snacks. Occasionally something so random it feels planted solely for the comments.
A whole avocado? Sure.
An intimate care product? Suddenly everyone gets shy.
Publicis Spain uses that gap to expose the lingering discomfort surrounding vaginal health. If intimate care is simply another part of personal wellness, why is it still treated like something that needs to be hidden?
The idea works because it does not approach the subject with clinical seriousness or self-conscious euphemisms. Instead, it borrows the familiar visual language of beauty and lifestyle content, then flips it with a headline designed to stop people in their tracks. Take a look below:
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And yes, the title is doing a lot of the heavy lifting. “What’s in my vag” is provocative without being gratuitous. It earns attention, makes the campaign instantly understandable, and gives Vagisil a culturally relevant way into a conversation that advertising often handles with either embarrassment or sterile caution.
Launched in late May 2026, the campaign positioned Vagisil as an everyday summer essential while encouraging consumers to speak more openly about intimate wellness.
The work appeared across social media, print and digital out-of-home placements, including Atocha Train Station and Moncloa Bus Station, strategic locations targeting travelers before they departed for summer vacations. Additional executions appeared in shopping centers across Madrid.
That placement matters. The campaign is not speaking to consumers in a doctor’s office or pharmacy aisle. It is meeting them while they are packing, shopping and preparing to travel—the exact moment when practical summer essentials become top of mind.
The broader ambition is category-building. Beauty brands have successfully transformed once-functional products into expressions of identity, confidence and self-care. Vagisil and Publicis Spain are asking whether intimate wellness can undergo the same evolution.
Not by pretending vaginal discomfort is glamorous, but by treating it as ordinary. That may be the campaign’s smartest move. It does not demand a dramatic cultural revolution. It simply asks why an intimate care product should feel more embarrassing than the other personal items people carry every day.
The answer, of course, is that it shouldn’t.
Bold, funny and strategically timed, “What’s in my vag” turns a familiar social trend into a sharp observation about shame, wellness and what people still feel comfortable revealing.
That makes it our Reel Ad of the Week.
CREDITS:
BRAD: Vagisil
Client Team: Pierre Champelovier, Paola Santano, Tania Utiel, Inés Soler
AGENCY: Publicis Spain
- Account Director: Paloma Díaz
- Chief Creative Officer: Óscar Martínez
- Executive Creative Director: Miriam Gutiérrez
- Creative Director: Catalina Hibbert
- Associate Creative Director: Pepa García
- Art Director: Carmen Bringas
- Copywriter: Laura Gandarillas
Colin Costello is the West Coast Editor of Reel 360 News. Contact him at colin@reel360.com or follow him on LinkedIn.
