Thirty-five years ago, talking about vaginal health on national morning television just didn’t happen.
At GCW, we helped change that.
Our work in women’s intimate health started more than three decades ago with Replens, when Lil’ Drug Store Products acquired the brand from Columbia Laboratories. From the very beginning, the focus wasn’t hype or headlines—it was education, clinical credibility, and trust. That work laid the groundwork for Replens’ long-term success, including its growth under Church & Dwight into the #1 doctor-recommended vaginal moisturizer in the U.S., along with innovations like Replens Silky Smooth.
But what mattered most wasn’t just brand growth. It was helping shift the culture.
Back then, these topics were still considered taboo. GCW was among the first agencies to consistently work with OB/GYNs across the country and bring real medical experts into mainstream media. Through responsible, ongoing placements, on national television, in major newspapers, magazines, and later digital platforms, we helped move conversations about vaginal health into the open.
Education, not shock value, was what made the difference.
That same approach shaped the launch and long-term growth of RepHresh. We helped introduce the idea of vaginal pH balance to consumers and gave women clear, science-backed information to better understand and manage recurring issues like BV and yeast infections—topics that were rarely discussed openly at the time.
Over the years, we’ve also led launches and growth strategies for brands like Wet® Lubricants. That work required navigating sensitivity, compliance, and retail realities—while still driving visibility and performance on shelf. It’s always been about finding the right balance: being respectful and accurate without being invisible.
A big part of what we do, and always have done, is work closely with sales teams and retail partners. We help build education tools, buyer-ready messaging, and in-store strategies that earn trust, secure better placement, and support long-term growth.
As I head to CHPA’s Self-Care Leadership Summit, I’m thinking about how far this category has come—and how intentional, responsible communication helped get us here.
I’m grateful to have played a small part in making once-taboo conversations part of everyday self-care.
— Suzy Ginsburg
Founder & CEO, Global Communication Works
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