Publicis Spain and Vagisil present "WHAT'S IN MY VAG", the Summer Essentials Almost no one Talks About

Aug. 14, 2026

Publicis Spain, part of the Leo Constellation network, has developed Vagisil’s new campaign, “What’s in my vag”, to continue normalising conversations around women’s intimate health, especially during summer.

As people start packing their suitcases, the campaign highlights an often-overlooked fact: during the summer months, intimate discomfort increases by up to 50%, making it more common than is usually acknowledged.

Inspired by the viral trend “What’s in my bag?”, the campaign twists the concept into “What’s in my vag”. While social media feeds are filled with beauty and fashion essentials, Vagisil challenges people to include something even more important: intimate care products.

Miriam Gutiérrez, Executive Creative Director at Publicis España explained:

“We used a code that everyone recognises on social media and turned it into a visual execution that allows us to talk about intimate health without taboos, but without being explicit."

 

The campaign features carefully art-directed beauty bags that subtly evoke the shape of a vagina. Each execution addresses a common summer concern and presents one of Vagisil’s products as an everyday essential.

Catalina Hibbert, Creative Director at Publicis España commented:

“This campaign aims to normalise the conversation around intimate care, in the same way we already do with skincare or body care. It is built on both a visual and conceptual insight, resulting in a carefully crafted, elegant and very summery campaign."

 

This initiative continues the work started last year with the “Flow as Life” campaign, which championed intimate wellbeing as a fundamental part of everyday life. This summer, Vagisil once again commits to normalising self-care, reinforcing the idea that when you feel good on the inside, everything flows better on the outside.

Launched in late May 2026, the campaign runs across digital media and social platforms, with pieces adapted to the language and formats of each channel. It also has a DOOH presence at Atocha Train Station and Moncloa Bus Station, targeting people before they leave for their summer holidays, as well as in shopping centres in Madrid.

With this new proposal, Vagisil reaffirms its commitment to women’s intimate health and promotes an open, honest, prejudice-free conversation.