Libresse puts Peranakan twist to feminine care products

Feminine hygiene brand Libresse has put a Peranakan twist to its feminine care products with the V-Kebaya Limited Edition range which brings to life V-Zone confidence and femininity through a modern interpretation of the Nyonya kebaya floral designs. Done in collaboration with creative agency Muma Malaysia, the brand reimagined the Nyonya kebaya chrysanthemum and peony designs with the vulva as the heart of the floral embroidery. 

Playing with the familiarity of the Nyonya kebaya that emerged in the 1920s, marketing manager, feminine care, Vinda Malaysia, Deenie Ong said that "it was the perfect inspiration" for its limited-edition range. "It’s a culturally defining fashion piece which inspired women to embrace their femininity. It continues to be iconic and well-loved by many Malaysian women today," Ong explained. 

Aiming to normalise V-Zone taboos, the brand wanted to spread a message to women that they should be proud and confident in their own skin regardless of the shape, size, or cultural diversity. To drum up awareness for the range, Libresse has also designed two pieces of the V-Kebaya, which were worn by influencers. Libresse declined to comment on the marketing budget and ROI for this initiative.

Since the brand's launch in 2020, it has not stopped challenging societal taboos in Malaysia. The brand believes that girls aren’t born feeling ashamed of their bodies and their intimate areas, but rather they internalise society’s taboos that restrict their confidence in themselves as they age. In a recent interview conducted by A+M on how Libresse does taboo through marketing, VP, commercial Malaysia and Indonesia at Vinda Group SEA said despite its aim to break V-zone taboos, the brand remains mindful of the conservative landscape in Malaysia.

Aside from the interview, Libresse also created the Stationer-V Box on June 2021, encouraging women to not be shy about their periods. Done together with creative agency Muma, the Stationer-V box has a main compartment for office stationery and a bottom compartment where emergency pads can be kept securely. In case of period emergencies, a pen can be removed from a pen hole that locks the pad compartment. 

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