Lo Bosworth might not be the first person who springs to mind when it comes to educating the public on vaginal care, but that’s exactly what the 35-year-old is set on doing with her latest Love Wellness relaunch—a complete rethinking-slash-rebranding of the brand’s hero products, the pH Balancing Cleanser, a category Bosworth is quick to tag as “filled with misinformation.”
What is the idea behind the campaign?
Today, there are still many harmful personal care products sold in drugstores filled with both natural and synthetic fragrance, all pointing to the idea that the natural smell of a vagina is “dirty” and needs to be covered up. If you don’t smell like a flower, then something must be wrong with it, right? Wrong! With our latest campaign titled “Scent by You,” in partnership with Major Behavior, we want to set the record straight. You are NOT supposed to smell like cupcakes, flowers, or an ocean breeze. You are supposed to smell like YOU and we want people to reevaluate their assumptions about what “normal-smelling” is.
Do you hope to “change the conversation” regarding women’s wellness products with this category?
There has been a lack of honest and open conversations around vaginal care. This often fuels the misinformation that leads to people feeling ashamed about their vaginas and vulvas. Education paired with products that actually work make up the core of Love Wellness, so our hope with this brand campaign is that we can help reduce shame and stigma around vaginal care, and encourage people to realize that there is nothing wrong with their vulvas.
Has wellness changed for you during the pandemic?
The pandemic made me realize it’s important to take breaks when needed. To truly listen to what my body needs…whether that’s more movement, more water, more sleep, taking a mental health day, etc.
Care to share any of your green beauty favorites?
I’m a big fan of green beauty products in general, but one brand I love is Earth Harbor Naturals! They have amazing skin-care products that are completely natural and sustainable. Their packaging is also carbon neutral which is pretty cool on top of their products already working so well.
