Giving the Gift of Intimacy: maude's Holiday Campaign Gave Sephora Squad Members the Creative Freedom to Break Sexual Taboos

Intimacy should be widely considered as a part of personal care and synonymous with wellness. Unfortunately, the sexual wellness industry has been owned by the same legacy companies for a century, and the conversation has become outdated. For years, consumers have only been offered exclusively male or female-focused products, or the marketing is about being "naughty" or "raunchy."

This influencer marketing campaign wanted to break these traditions and share with consumers and their audiences that sexual wellness is self-care. maude believes that taking care of your body in a sexual way should be the same as taking care of your body through nutrients, skincare, or exercise.

maude partnered up with Fohr and the Sephora Squad for a sexual wellness campaign to drive genuine interest and awareness around the company, in addition to supporting two of the brand's gift sets during the Holiday Savings Event at Sephora.

Translating an intimate body care / sexual wellness brand is not easy, especially when these creators' typical content is beauty focused. The beauty of this campaign was range—we worked with influencers across age, focus, and style. The result was a dynamic campaign with a lot of learnings to take back to our internal practices and positioning both in Sephora and our own DTC channels.

Lily Sullivan

Head of Brand

1.

How can we generate top-of-mind awareness for maude?

2.

How can we highlight the Holiday gift set through this campaign?

3.

How can the content break sexual wellness taboos?

Enlisting the Squad

Sephora helped maude reach new audiences by working with a wide range of Squad members, including some who are mainly skincare and beauty-focused. In their briefing, influencers were asked to share exactly who maude is as a sexual wellness brand and why it's important; inclusive, fairly priced, and Latinx female-founded.

Striking Imagery

To make the Holiday gift set the hero product, creators captured the product texture in their content and included styled ingredients to emphasize their place in a holistic wellness routine. They were also encouraged to shoot the packaging and branding in a compelling way.

Come One, Come All

Highlighting the versatility of the products while adding them to the ultimate self-care routine made the brand feel more approachable and desirable for the everyday consumer.

1.7M+

Impressions overdelivered

+5%

Average engagement rate against industry benchmarks

Taboo, Who?

The Squad members helped break sexual taboos using their personal brand of humor and creativity. A playful approach not only prompted audiences to engage, but also successfully removed any taboos from the topic.

Sparking conversation

The 'gifting the gift of intimacy' was, in some cases, literal. Gifting to others, even family members, sparked humorous and entertaining conversations in the video’s comment section, increasing overall engagement.

Video content that took unique and atypical approaches were the most successful in this campaign. Creators were given the freedom to approach the topic of sexual wellness in a way that felt organic to them and their audience.

The results? The overall engagement on this campaign surpassed all benchmarks: +4.64% on TikTok; +.42% on IG Reels; and +4.86% on IG Stories. The campaign generated 1.7M more impressions than expected, showcasing the value of creativity, storytelling, and playfulness.

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