Brand Tone

Empowering, educational, and reassuring. Vagisil communicates like a knowledgeable and trusted friend who is not afraid to talk about sensitive topics. The language is direct and destigmatizing while remaining supportive and scientific, balancing expert authority with empathetic peer guidance.

Brand Values

• •Empowerment through Education
• •Destigmatization
• •Scientific Efficacy
• •Confidence
• •Empathy and Trust

Best Practices

• •Lead with Education, Not Fear: Frame content around empowerment and knowledge. Instead of saying "Don't let odor embarrass you," say "Understand odor and feel confident with 24-hour protection." This builds trust and avoids preying on insecurity.
• •Use "Shameless" and "Unapologetic" Language: Consistently use direct and destigmatizing language when talking about vaginal health. Refer to body parts using correct terminology (e.g., vulva, vagina) to reinforce the brand's role as an expert and normalize the conversation.
• •Balance Science and Empathy: Always back up claims with scientific credibility ("clinically tested," "gynecologist-tested," "pH-balanced") but deliver the message with an empathetic, understanding tone. The voice should be that of an expert friend.
• •Speak from a "For Women, By Women" Perspective: Reinforce that the products are created by female scientists who understand women's bodies and needs. This creates a sense of community and shared understanding.
• •Be Confident and Reassuring: The tone should never be timid or apologetic. Vagisil is an expert in its field. All copy, from social media captions to product descriptions, should be clear, confident, and reassuring to the consumer that they are making a safe and effective choice.

Social Perception

In Singapore, Vagisil is perceived as a highly trusted, effective, and specialist brand for intimate hygiene. Consumers view it as a reliable go-to for specific issues like itchiness and odor, as well as for daily maintenance. The long-standing presence in the market has solidified its reputation as an established and expert authority, praised for its problem-solving capabilities.

Copy Examples

• •Fact! Your vagina (the internal canal) is a self-cleaning marvel. But your vulva (the external intimate skin)? That's where proper care matters. Sweat, periods, and daily life can throw its delicate pH balance off. Our pH Balance Wash is made with LactoPrebiotic™ to support a healthy balance, so you can feel fresh and confident, every day. #VagisilSG #ShamelessAboutVaginalHealth #FeminineCare #IntimateHealth
• •The distracting itch is real. So is the relief. Don't let intimate itch ruin your day. Vagisil's Medicated Crème is trusted by women in Singapore for fast, effective relief. Clinically tested and formulated for delicate skin, it instantly cools and soothes. Get back to feeling like you. Find us at Watsons and Guardian. #VagisilRelief #ItchFree #Confidence
• •For Women, By Women. For 50 Years. We're a team of female scientists dedicated to creating effective, gentle, and trusted solutions for your intimate health. Because we believe nothing should hold you back. #VagisilPromise
• •Things that can mess with your V's pH balance: Your period. Tight clothes. Even stress! Show your vulva some love with a pH-balanced wash! Your V will thank you 😉 #VagisilSG #pHBalance #SelfCare #FYPsg
• •Who said sensitive skin means missing out on beautiful scents? Our Scentsitive Scents® wash is specially formulated to be gentle on your delicate intimate skin while leaving you with an alluring, light white jasmine fragrance. It's hypoallergenic, gynecologist-tested, and pH-balanced. Feel fresh, feel confident, feel good. All day long.