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Love Luna Launches First Campaign ‘Easy Decision’ via Willow & Blake

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Love Luna period and leak-proof underwear has launched its first campaign, ‘Easy Decision’ developed by Willow & Blake

Love Luna Launches First Campaign ‘Easy Decision’ via Willow & Blake

A significant shift in the period care market has consumers wanting more from their period care products. No longer is it just accepted or necessary to have uncomfortable, unflattering, unsustainable or inhibiting options.

Love Luna offers reusable period care products such as period briefs, pads and liners that are not only a more sustainable solution, but a comfortable one, too.\

Says Amanda Koukounaris, online sales manager, Love Luna: “Love Luna is on a mission to change habits in the personal care industry by creating products which are a sustainable alternative to everyday disposable sanitary products and also make the wearer feel great.”




One of the biggest pain points in the reusable category is that period briefs are seen to be uncomfortable, but Love Luna’s internal research showed that the briefs were so comfortable that many women were choosing to wear the briefs regardless of whether they were on their period or not. Offering both a sense of comfort and security, Love Luna briefs are an underwear drawer staple.

While sustainability is key, it was also front of mind not to shame or add the burden of not currently using these products onto the consumer.

Says Brittany Stewart, senior copywriter and strategist at Willow & Blake: “We know Australian women are busy enough without adding another thing they have to worry or feel guilty about. We wanted to position Love Luna as an easy choice and simple everyday switch anyone can make on the path to living more sustainably.”

Adds Koukounaris: “These are briefs you can wear in the thick of your period just as much as you can under a nice outfit when all your other undies are in the wash.”

The TVC will go live across FTA and BVOD, and supported by an integrated digital campaign managed by Media33.

Love Luna is available in major retailers and online via www.loveluna.com




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Client: AMBRA

Creative Agency: Willow and Blake

Founders: Bree Johnson, Jess Hatzis-Walker

Managing Director: Rob Patterson

Creative Director: Chris Baker

Senior Strategist / Copywriter: Brittany Stewart

Senior Art Director / Designer: Victoria U

Social Creative: Ellie Laffner

Production Company: The Producers

Producer: Noelle Jones

Director: Hailey Bartholomew

DOP: Jason Hargreaves ACS

Editor: Ollie Knocker

Grade: Edel Rafferty

Music Composition: Mark McDuff

Audio: Cutting Edge

Media Agency: Media33

Managing Director: Jenna Lambert

General Manager: Ashlee Crawford

Genres: People

Categories: Beauty & Health, Sanitary protection

Willow & Blake, Mon, 19 Apr 2021 02:16:14 GMT