‘Sex never gets old’ is the outdoor campaign for Replens MD, a long-lasting
vaginal moisturiser. The campaign debunked stereotypes surrounding people
aged 55 and over with an intimacy-focused series of authentic portraits, to tackle
the taboo of ageing and sex. We know that women suffering from vaginal dryness
are often embarrassed or even ashamed; they feel sexually isolated, sidelined
and invisible. The ‘Sex never gets old’ campaign engages them by seamlessly
blending the product benefit and the brand point of view: Replens is the longlasting
moisturiser for a long-lasting sex life. The brand offers a positive,
celebratory point of view on later life sex, and crucially values and celebrates its
audience. This campaign intends to make the audience feel seen. Outdoor was
the perfect medium to celebrate sex in older life – unashamedly showing a diverse
range of older people as sexual beings: aged from 50s to 90s; people of colour;
LGBTQ – all over London’s transport network. We showcase beautiful, emotional
portraits of diverse couples, with the headline ‘sex never gets old’. And when you
see the images, you realise how rarely we see older sensuality shown in an
authentic, positive way; and how much this is needed. Reflecting real research
insights about later life sex, the imagery emphasises intimacy and connection –
this is not just about the sexual act.