With PMS being typically associated with negative behaviours and characteristics, we wanted to flip the negativity around into something more positive. And before, there has never been a brand in the feminine protection category that talks to men. This opened up an opportunity for Libresse to broaden its communication strategy, as men indirectly go through PMS as well through their other halves.
PMS can be a serious limitation that women face today, and in recognizing this, we created “PMS Factor”, the ultimate PMS survival kit. Women can take the PMS Analyser to discover their inner Pre-Menstrual Souls and find out tips and tricks to manage their PMS, while timely reminders could be sent out to the men in these women’s lives. By demystifying PMS, we showed that there is a silver lining to it. If women can overcome PMS, they can overcome their period as well.