Bold and unexpected: Saforelle puts ‘skincare for down there’ in Cannes spotlight

Intimate hygiene and care brand Saforelle is set to make a bold and unexpected statement at this year’s TFWA World Exhibition & Conference in Cannes as its #SkincareForDownThere campaign steps into the travel retail spotlight.

Throughout the event, Saforelle will feature more than 80 screens at Nice airport, large-scale billboards along the Croisette, taxis and VTCs dressed in campaign visuals, LED trucks roaming Cannes and even clay tags marking the streets across the city.

With a bold XXL visibility – designed as a TFWA ‘hack’ – Saforelle is sparking a simple question to break taboos around intimate care: “Is something missing in travel retail?” And a woman, with her intimate area blurred, gives a straight answer: “Add intimate care in travel retail” – #SkincareForDownThere.

According to Saforelle, this campaign builds on the brand’s heritage, empowering women to take care of their intimacy with accessible solutions designed to support them through every stage of life.

As a French reference brand – highly recommended by gynecologists and present in over 50 countries – Saforelle is taking the next step to bring intimate care into the travel retail conversation. The brand is intend on shaking up the norms, reminding that intimate care is an essential part of women’s well-being, whether at home or traveling.

While skincare dominates travel retail today, intimate care remains largely absent from duty free shelves. Yet, as Saforelle points out, 70% of women have used an intimate care product in the past year, 59% would be willing to buy it in duty free, and Saforelle already drives over 70% purchase intent in travel retail.

“Skincare may lead the duty-free shelves today, but beauty routines don’t stop at the face,” the brand stated. Its goal is clear: to provoke thought, capture attention, embed intimate care as a new buying reflex in travel retail.