Colombia: LifeCup welcomes new vaginas with first intimate wash for trans women

This campaign out of Colombia introduces a new product to help with the regeneration, hydration and skin care of the new vulvas of trans women – LifeFemT. Produced by LifeCup, the country's leading menstrual cup manufacturer, it's an intimate wash that has been designed specifically for trans women who have undergone gender affirmation surgery. One recent Canadian study suggests that nearly half of transgender and gender diverse participants with vaginoplasty experienced gynecological symptoms in the past year, including malodor, abnormal or disturbing discharge, and itching. LifeFemT is the first product on the market which fits the specific needs of trans women’s new vulvas, says the brand, addressing issues such as pH balance, hydration and bacterial flora, and tissue regeneration. While social media has provided the transgender population with improved visibility and acceptance, the rise in demand for invasive gender reassignment surgery has sparked concerns, particularly as procedures are increasingly being performed at younger ages. Worth more than US$623 million in 2022, the industry of sex reassignment surgery is expected to top US$1.95 billion in 2026. What do you think of this informative campaign's approach? LifeCup founders Romina Rizzi and Stephanie Larumbe said: “We have worked closely with the top gender affirmation surgeons in the country, as well as trans women, to develop a product which will actually be useful to them – it’s one thing that they don’t need to worry about, they can just pick up and know that it’s specially made for them, giving them the specific formula needed to help them care for their new vagina.” The formula for LifeFemT consists of amino acids, a lipid complex, as well as calendula, and aloe vera, and works to provide regeneration, hydration of the vulva and elasticity required by trans women’s new intimate area for their daily routine, says the brand.

Keywords: LifeCup Colombia, LifeFemT for trans women, trans women Colombia, intimate hygiene for trans women, gender reassignment follow-up products, Wunderman Thompson Colombia