Marketing Intimate Wellness: How Gynaguard Is Reframing The Conversation

As South Africa’s leading feminine hygiene intimate care wash brand*(Circana MAT July 2025 report), GynaGuard is transforming how intimate wellness is marketed.

Recently, GynaGuard hosted Live the Difference, The Masterclass – an event that embodied the brand’s evolving approach to align brand values with consumer education and inclusive dialogue.

GynaGuard’s masterclass was a purposeful, insight-led activation aimed at dismantling deeply ingrained taboos and stigmas surrounding feminine hygiene. The brand is taking an active role in equipping women with the knowledge and confidence to take control of their wellness, helping women feel informed, confident, and supported in their intimate care choices.

The event’s theme, Live the Difference, encapsulates this shift; it’s a celebration of individuality, wellness, and self-agency. Zanele Ngobeni, GynaGuard Commercial Associate described, “By hosting the masterclass we aimed to create a platform that went beyond traditional marketing and fostered a genuine connection with our audience through education and experience. We leaned into storytelling, shared experiences, and visually immersive elements, creating multiple ways for guests to engage.”

From expert-led talks by Dr Koketso Pule to wellness coaching sessions and interactive brand activations, every touchpoint was curated to encourage open, stigma-free dialogue.

The brand’s ambassador – the newest ‘Face of GynaGuard’ – Kim Jacobs, champions wellness and authenticity, embodying the brand’s values GynaGuard. “She’s real, relatable and represents the strength, grace, and empowerment of every woman,” added Ngobeni.

She continued, “Her involvement brings a unique credibility and aspirational tone to the campaign. Through her own platform, she’s helped reframe the conversation around intimate care, making it accessible, empowering, and most importantly, normalised. Kim’s voice helps amplify GynaGuard’s message across media and social platforms, bridging the gap between brand messaging and everyday women’s lived realities. Her collaboration with GynaGuard has enhanced our brand’s impact and relevance with our target audience.”

As younger demographics demand transparency and inclusivity, GynaGuard is meeting them where they are, through social channels, live events, and approachable content that educates without patronising. The masterclass event was a clear expression of this new approach: relevant, refreshing, and real. The brand’s evolving marketing strategy offers a strong example of how intimate care brands can thrive in a post-taboo world.

Adcock Ingram Healthcare (Pty) Ltd. Reg. No. 2007/019928/07. Private Bag X69, Bryanston, 2021, South Africa. Customer Care: 0860 ADCOCK / 232625. www.adcock.com. 08.20251000003625

*“No. 1 Feminine Hygiene Intimate Care Brand” (Circana MAT July 2025 report).

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