Some trans women consolidate their gender transition with a vaginoplasty, a female genital reconstruction operation. These vaginas have unique characteristics because they are made using special tissues, and requires special care to help them heal and improve their elasticity with therapies. Unfortunately there's an absence of intimate care products for trans women in all their diversity in global market. Creating a product like this, with a conscious well known brand like LifeCup, it’s a real change to reduce imbalance for a community who deserves functional products, with a purpose and message of inclusion for all the world.

Brand values regarding gender representation: LifeCup is the leading brand in menstrual cups and feminine hygiene products for all women in Colombia.

Describe how this work engaged with issues of gender representation: Ximena Borré, who tested and helped with the creation of the product explains: “Trans women are women, but we are also trans – and becoming who we are can take months or years, sometimes even when you’re fighting with yourself. Right after gender affirmation surgery, it’s easy to get overwhelmed with questions like, how do I take care of my new vagina? What product do I use?”.

How this work relates to that positioning: Romina Rizzi CEO of LifeCup resumes their values saying that they wants to commit with all the women, and when they say wants to commit with all the women, and when they say all, its all women existing.

The trans women process takes years of gender transition and in some cases some of them consolidate their gender transition with a vaginoplasty, a female genital reconstruction operation. However, these women are not represented in the market, it is an audience that seems to be ignored in society, therefore, they do not have products or options to meet their specific needs on intimate care.

This, over time, has generated a lot of demotivation and personal uncertainty in this community, since they are not being identified in their daily life.

We created LifeFemT, the first intimate wash for trans women with vaginoplasty.

Together with the trans community and the most important specialists in gender affirmation, we identify the main ingredients, needed for the daily care of these new vaginas. Creating a specialized formula based on a composition of amino acids and lipid complex, which protects and restructures the skin providing cellular nutrition, tissue rehabilitation, elasticity and hydration. A perfect balance for daily use by transgender women.

A product with the purpose and message of inclusion for a community who deserves the proper visibility in the society.

Step 1:

Together with +20 women from the trans community and the most important specialists in gender affirmation, we understood the needs of these new vaginas to create a unique formula that would provide the ideal care of intimate area of trans women who undergone a vaginoplasty.

Step 2:

We launched the first intimate care product for trans women. Designed for their new physiological characteristics, not only from meeting their needs, but for giving them more confidence and self-security, also to give them a welcome with a message of inclusion for a community who deserves the proper visibility in the society.

Step 3:

Deliver LifeFemT to trans women who had undergone vaginoplasty, so they could try its benefits and generate an important media buzz, redirecting them to lifecup.co to find out more.

Step 4:

Through e-commerce sales, we were able to gather information regarding: ages, geolocation, product acceptance and rebuying.

Implementation.

We developed this wash and gave it free of charge to many women who had already undergone vaginoplasty to test the benefits of LifeFemT.

Timeline.

Ideation: July 2022.

Community research - Development with specialists: August 2022 - December 2022.

Brand Design - Product Formula: December 2022.

Production: January 2023.

Launching: February 2023.

Placement.

Own Media Communication - Earned Media, Direct Mail.

Scale.

All the Colombian territory - Distribution on brand site and 9 of the largest retailers in the country.

Consumer awareness around gender representation:

Ximena Borré, who tested the product explains: "We needed something that was designed in this way for us, that made us feel safe and cared from our genitality".

Long term impact:

LifeFemT formula becomes relevant in a bigger scale because now all trans women in the world will be able to find a product on the market that fits the specific needs of their new vagina, such as pH, elasticity, hydration and skin regeneration.

Change in behavior:

The trans women community expressed that they started to change their perception on the female brands, because finally they were starting to take actions, based on how diverse is the word "Woman".

Brand perception:

People recognized LifeFemT as a product like no other in the market, positioning LifeCup as real inclusive brand.

Brand awareness increased by 4 points.

Business Impact:

First Batch of LifeFemT Sold Out.