Essentials are essentials for a reason.

They offer solutions to the problems of everyone.

Not the best solutions, but reliable, comfortable, widely available, relatively cheap, and reasonably good solutions.

People rarely buy razors, wax strips, or intimate wipes out of love.

The average consumer just looks for a product that does the job.

But on this level, the average consumer expects every product to perform just fine.

So, when it comes to essentials, most buyers make their decision based on price.

But a lower price means a lower profit margin.

And that's how this brand became the market leader in sales and the tail-ender in returns, brand recognition, and customer loyalty.

You can absolutely build a brand around cheap offers.

Think of Walmart, H&M, IKEA.

But intimate hygiene products and lubricants don't attract the same demand as furniture and clothing.

Razors do.

However, this brand has already won the local sales race in hair-removal products.

And the market is already oversaturated with brands built around cheap razors.

Think of Gillette, Wilkinson, BIC.

Yet, products targeting sexual organs are often surrounded by societal discomfort.

This opens plenty of opportunities for brands that find the courage to speak about them — in a casual, pleasant, informative, and likable manner.

Because when the taboo is finally dismantled, it's not just the emotions of the audience that are freed.

Their hesitations to buy are too.

People buy not just because they can, but because they appreciate the brand that has empowered them to do so.

So, liberation doesn't just create demand, but builds a deeply loyal circle of customers.

People are afraid of STDs.

And many are also deadly afraid to explore or express sexual desires.

But discomfort can't be eased with violence.

You can't just put up horrendous images of disgusting sexual diseases and expect people to form a positive reaction and a willingness to buy hygiene products.

Not that any advertising platform would let you.

It's also impossible to run ads mentioning the name of those dreaded conditions.

Not that it wouldn't alienate almost every audience.

Fun, however, has the power to cure embarrassement.

Joy, glee, and high spirits.

Which happen to be the exact same emotions people are hardwired to chase.

Beyond all reasonable, rational, or logical objectives, we, the intellectual animals, are biologically motivated by two primal drives: to avoid pain and to seek pleasure.

The job is to take the audience from the usual associations of discomfort, awkwardness, shame, perplexity, and boredom that they've formed around the subject.

And invite them to an alternative reality where they are rewarded for being their uncensored self.