‘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.

CREDITS