pH-D Feminine Health Bets on Bold Language to Break a Taboo
pH-D Feminine Health's "Love & Hearts for Your Lady Parts" is a 2024 national integrated campaign created with Cincinnati independent agency Curiosity that uses everyday slang — beaver, taco, punani, cootie cat, hoo-ha — to destigmatise vaginal-health conversations and position pH-D as the nonjudgmental feminine care brand for every woman, regardless of the vocabulary she uses.
The campaign launched in the United States in July 2024, marking one of the brand's most ambitious creative efforts since its founding. Curiosity had been appointed pH-D Feminine Health's creative and social agency of record in April 2024 following a competitive review, as reported by PR Newswire, making "Love & Hearts for Your Lady Parts" the first major campaign delivered under that new partnership. The work spans content, film, and integrated media, comprising one 30-second hero film and two 15-second product-focused executions — a format designed to carry the central message across broadcast and digital touchpoints simultaneously.
The campaign's central proposition is straightforward: pH-D doesn't care what a woman calls her lady parts, only that she takes proper care of them. That framing strips away the clinical distance that has historically defined feminine healthcare advertising in the United States and replaces it with warmth, humour, and radical acceptance. In a category where competitors have long relied on euphemistic blue-liquid demonstrations or hushed, medicalised language, pH-D and Curiosity chose to lean into the full, unfiltered vernacular of how women actually speak about their bodies. The campaign earned a Clapboard Score of 63/100, reflecting competent execution of a culturally resonant idea within the constraints of a challenger-brand budget.
pH-D Feminine Health identified a specific consumer tension that mainstream feminine care brands had largely ignored. Many women use informal, playful, or regionally distinct language for their intimate anatomy in private settings yet encounter only sanitised, clinical framing when brands address their health needs publicly — a mismatch that creates distance rather than trust. "Love & Hearts for Your Lady Parts" is built on closing that gap.
The strategic appointment of Curiosity as agency of record in April 2024 signalled a deliberate shift toward bolder creative territory, as confirmed by PR Newswire. Katie Gerdes, Group Creative Director at Curiosity, stated publicly, as reported by LBBonline, that humour could help audiences engage with a subject they might otherwise find uncomfortable or embarrassing. That insight directly shaped the campaign's tone: levity as a vehicle for health literacy rather than a distraction from it.
The feminine hygiene market in the United States sits within a global category that Grand View Research valued at approximately $31.5 billion in 2024, projected to reach $49.0 billion by 2030 at a compound annual growth rate of 7.7 percent. That scale underscores the commercial stakes of brand differentiation. pH-D competes in a landscape anchored by large consumer-goods companies including Procter & Gamble, whose Always and Tampax lines command significant shelf and media presence, and Reckitt, whose Summer's Eve brand has historically occupied the mainstream end of the vaginal-wellness segment. Against those incumbents, pH-D's positioning as a specialist, science-backed, and culturally fluent challenger brand depends on campaigns that punch beyond their weight class in earned attention. According to Curiosity Fun, the agency's own profile asserts that pH-D became the number-one brand in its category following the relationship's formation, though no independent measurement definition, baseline, or date range accompanies that claim.
Production craft anchors the campaign's ability to hold viewer attention across a subject matter that demands both levity and credibility. The hero film and its 15-second companions were directed by Nicolina Knapp and Magnus Hardner of production company B-Reel Films Inc., with cinematography by Director of Photography Andreas Björseth and editing by Simon Pontén, as documented by findyourquirk.com and analogdigital.tv.
The creative team at Curiosity was led by Chief Creative Officer Jeff Warman, Group Creative Director Katie Gerdes, and Creative Director Pam Fraser, with pH-D Feminine Health represented client-side by Founder and CEO Deeannah Seymour and Marketing Director Jane Merten. That combination of an independent agency's creative agility and a founder-led brand's authentic voice is visible in the finished work: the campaign does not feel like a corporate entity's attempt at relatability but rather a brand that genuinely shares its audience's sense of humour.
The film itself deploys a parade of vernacular terms for the vagina — each delivered with affection rather than embarrassment — before grounding the campaign in a clear health message: whatever name a woman uses, pH-D is designed to support her care routine. The tonal balance between playfulness and sincerity is the creative's central challenge, and the Knapp-Hardner direction keeps the energy warm without tipping into parody. Björseth's photography gives the spots a clean, confident visual register that separates them from the pastel softness conventional to feminine hygiene advertising in the United States. The integrated campaign structure — one long-form anchor piece supported by shorter product-specific cuts — allowed the central creative idea to travel across broadcast television, digital video, and social media without losing coherence.
The campaign earned a Silver ADDY Award in the Regional/National Television Commercial Campaign category at the 2025 American Advertising Awards, as confirmed by americanadvertisingawards.com. No verified entries or wins are documented for Cannes Lions, The One Show, D&AD, Clio Awards, Effie Awards, Webby Awards, or WARC Awards for this campaign.
No verified campaign-specific performance data — including sales lift, market-share movement, or brand-tracking results covering awareness, consideration, or perception — is publicly available for "Love & Hearts for Your Lady Parts." Curiosity's own profile at curiosity.fun asserts that pH-D reached a number-one category position, but that claim carries no independent verification, measurement definition, or time-stamp, and cannot be treated as a confirmed outcome attributable to this campaign alone.
Structurally, the campaign demonstrates several elements associated with durable effectiveness in the women's health category in the United States. The euphemism-led creative device generates immediate memorability and earned-media potential without requiring significant paid amplification to land its message. The integrated format — anchored by a 30-second film with supporting 15-second cutdowns — reflects a media architecture suited to both broadcast reach and performance-driven digital placement. The creative idea is also inherently ownable: few competitors in the feminine care space have built a campaign identity around linguistic inclusivity, which limits the risk of imitation diluting the brand signal over time. The Clapboard Score of 63/100 reflects a campaign that executes its brief with confidence and cultural clarity, held back only by the absence of verified outcome data that would allow a fuller assessment of its market impact.
"Love & Hearts for Your Lady Parts" is a 2024 national integrated campaign by pH-D Feminine Health. Created with Cincinnati independent agency Curiosity, it uses everyday slang terms for the vagina to normalise intimate-health conversations and encourage consistent feminine care, spanning one 30-second hero film and two 15-second executions across US media.
Curiosity, a Cincinnati independent agency, created the campaign. According to PR Newswire, Curiosity was appointed pH-D Feminine Health's creative and social agency of record in April 2024 following a competitive review, making "Love & Hearts for Your Lady Parts" the first major campaign produced under that partnership, launched in July 2024.
The campaign won a Silver ADDY Award in the Regional/National Television Commercial Campaign category at the 2025 American Advertising Awards, as confirmed by americanadvertisingawards.com. No verified wins are recorded for Cannes Lions, Clio Awards, The One Show, D&AD, Effie Awards, or Webby Awards for this specific campaign.
Directors Nicolina Knapp and Magnus Hardner of production company B-Reel Films Inc. directed the campaign films, as documented by findyourquirk.com and analogdigital.tv. Director of Photography Andreas Björseth handled cinematography, and Simon Pontén served as editor. The creative team was led by Curiosity Chief Creative Officer Jeff Warman and Group Creative Director Katie Gerdes.
pH-D Feminine Health launched in 2014 via Amazon, according to beautyindependent.com. Its first national advertising campaign addressing vaginal odour ran in 2021, as reported by MediaPost. "Love & Hearts for Your Lady Parts" represents the brand's boldest creative step, extending a consistent strategy of destigmatising feminine health conversations in the United States through humour and directness.
The campaign received a Clapboard Score of 63 out of 100. The score reflects confident, culturally resonant creative execution and a structurally sound integrated media format. The absence of publicly verified performance data — including sales lift or brand-tracking results — limits the score from reaching higher territory on Clapboard's assessment framework.
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