Vagisil hijacks ‘What’s in my bag?’ with intimate question

Vagisil has hijacked the familiar “What’s in my bag?” social trend for a summer brand campaign about intimate health, with Publicis España transforming beauty bags into subtly suggestive reminders of the things women rarely talk about packing.

“What’s in my vag” takes the endless stream of online handbag reveals and swaps beauty and fashion essentials for intimate care.

Each execution features a carefully art-directed wash bag designed to evoke the shape of a vagina, alongside a Vagisil product addressing a common summer discomfort.

The idea lands as people head on holiday, when Vagisil says intimate discomfort can increase by up to 50%. The campaign runs across digital and social, with DOOH placements at Madrid’s Atocha Train Station, Moncloa Bus Station and shopping centres catching travellers on their way out of the city.

“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,” said Miriam Gutiérrez, Executive Creative Director at Publicis España.

It follows a wider creative push to make vaginal health visible without treating it as a niche subject. Wisp previously confronted the censorship surrounding women’s healthcare with its healthy vaginas campaign in New York.

For Vagisil, the cleverness is in borrowing a harmless, recognisable piece of social media behaviour and using it to make a less comfortable subject feel ordinary. The campaign continues the brand’s “Flow as Life” platform from 2025 and was created by Publicis España.