ANDREX URGES BRITAIN TO ‘TREAT YOUR BITS’ IN NEW CAMPAIGN FOR SKIN PROTECT

New integrated campaign brings skincare culture to the bathroom as Andrex launches the UK’s first clinically proven toilet tissue to help protect intimate skin. Campaign marks the latest evolution of the Andrex ‘Get Comfortable’ platform, spanning social, earned, influencer, paid media, retail and experiential.

We Are Social leads the creative and social strategy, collaborating with We Are Social Studios and Frame23 Studio on production, with W Communications leading PR and earned media, SoSquared leading influencer activation, PHD leading paid media, Zeal leading shopper and retail, and Hearst leading events and media.

Andrex is encouraging Britain to “Treat Your Bits” in a new integrated campaign launching Andrex Skin Protect, the UK’s first clinically proven toilet tissue to help protect intimate skin. The campaign marks the latest evolution of Andrex’s Get Comfortable platform, which for more than three years has sought to help people adopt healthier hygiene habits and feel more comfortable with their intimate health – moving the conversation beyond embarrassment towards everyday intimate care.

At the heart of the new campaign is a simple insight: the skin that goes through a lot deserves a lot. From everyday wiping and friction to major life stages and experiences, intimate skin is exposed to a unique combination of demands over a lifetime – yet it remains largely absent from modern skincare culture. With Treat Your Bits, Andrex turns its attention to skincare culture, taking the familiar language, behaviours and rituals of skincare and applying them to an area of the body that has largely been left out of the conversation.

New cultural analysis commissioned by Andrex found intimate skin accounts for just 1% of skincare conversation by body part, while “skincare routine” attracts around 12,100 monthly searches, compared with just 30 for “intimate skincare”. At the same time, online conversations seeking trusted guidance around intimate concerns have increased by 22%, alongside a 22% rise in people asking “Is this normal?” Previous Andrex research also found 87% believe intimate skin discomfort should be discussed more openly, while 81% of women believe intimate skin deserves care.

Treat Your Bits brings that tension to life through deliberately direct and memorable language, using familiar skincare cues in an unexpected context to make caring for intimate skin feel as normal as caring for the face or body. The campaign launches alongside Andrex Skin Protect, which combines the signature softness and comfort of Andrex enriched with a soothing lotion delicately infused with a touch of Vitamin E and Camomile and helps reduce moisture loss to support the skin barrier compared with unlotioned Andrex products.

Niamh Finan, Marketing Director at Andrex, said: “For more than three years, Get Comfortable has been about helping people feel more at ease with their intimate health – from opening up conversations people can find uncomfortable to encouraging healthier everyday hygiene habits. With Treat Your Bits, we’re taking the next step and putting intimate skin care firmly into that conversation.”

“We wanted a campaign that was impossible to misunderstand but still felt unmistakably Andrex – direct, approachable and grounded in a genuine consumer need. Treat Your Bits gives us a memorable way to open up that conversation, while Skin Protect gives people a meaningful product innovation to act on it.”

The £4million integrated campaign will roll out across paid, owned and earned channels throughout the autumn, bringing together social content, PR, influencers, paid media, shopper and retail activation, and media partnerships.

We Are Social are responsible for the creative and social strategy for the launch, collaborating with We Are Social Studios and Frame23 Studio on production, with W Communications leading PR and earned media, SoSquared leading influencer activation, PHD leading paid media, Zeal leading shopper and retail, and Hearst leading events and media.

Andrex Skin Protect is available now across major UK retailers including Tesco, Sainsbury’s, Morrisons, Waitrose, Asda, Co-op, Ocado and Amazon.

The launch of Skin Protect furthers the Andrex mission to help Brits Get Comfortable with tackling toileting taboos.

Source: Andrex

  Andrex, Hearst, PHD, SoSquared, W Communications, We Are Social, ZEAL