Helping women talk about their vaginal health.

 

Bayer Canesten

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I spent several years helping evolve Canesten’s vaginal health brand toward a more open, confident, and human point of view. The focus was on removing stigma, addressing real questions, and creating credible spaces where women could learn about intimate health without embarrassment or judgment.

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One of the most visible initiatives was The Naked Truth, a YouTube series featuring a female OB-GYN who openly myth-busted taboos and answered questions many women hesitate to ask. In parallel, I led strategy to define user behaviors that informed a more intuitive digital experience, helping women easily understand symptoms, treatments, and products within a single connected ecosystem.

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I also led the strategic foundation for Canesten’s website redesign, working closely with UX designers to create a new taxonomy shaped by real search behavior and qualitative research across age groups. The result was a clearer, more empowering experience grounded in how women actually seek information, supported by analytics-led iteration and ongoing organic growth initiatives.

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Contributions

• Long-term brand and digital strategy

• Content and concept development

• UX research and experience strategy

• Channel strategy, analytics, and performance tracking

• Organic growth, pitching, and case study development

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Agency: JWT London