Interest in sensual self-care has grown rapidly, especially among Gen Z.

From “romantasy” to “spicy audio,” new formats are reshaping how young women explore sensuality, with audio emerging as a private, self-directed space.

At the same time, intimate care remains under-communicated by established brands.

We saw an opportunity to meet the audience where they already were, in a format that felt both relevant and safe.

We created "Get intimate", a series of short audio novels designed to normalise intimate care as part of self-care.

The campaign delivered across both brand and engagement.

Awareness increased in a competitive category, while the audio format drove deeper attention than typical branded content.

Social content reached millions, with strong engagement and watch time driven largely by organic interaction.

But more importantly, the campaign opened up a new space for the brand.