Platinum V

A website that doesn't feel awkward

The topic is intimate, so the first screen removes the awkwardness straight away: it names the problem plainly, says that up to 84% of women face it and explains how the product helps — no hormones, injections or clinics.

From there the site follows the order in which a woman makes the decision: how the gel works, how to use it, what it costs and what backs it up. Prices are set out as courses, with the cost of a single evening and a comparison with a laser treatment from €160. The evidence block is honest about the study size: 21 participants, two weeks.

Questions people don't ask out loud

Many women won't see a doctor about dryness, but they will answer six questions anonymously. So the site has a quiz, "Why am I dry?": no sign-up, the answers are seen only by the algorithm, and at the end there's a likely cause and a recommendation.

The same principle runs through the rest. The causes section covers not only menopause but childbirth, breastfeeding, contraception and stress. The FAQ answers what usually goes unasked: "I've had cancer, can I use it?". Reviews are left anonymously, and the box arrives plain, with no labels. The cookie settings say it outright: quiz answers and contact details are never passed to advertising platforms.

Ads that Meta approves

Intimate health is an area where Meta rejects ads for medical claims, explicit visuals and references to a person's personal attributes. So we built the creatives around those rules from the start.

Instead of "treats dryness" — "comfort and hydration every day" and "an evening routine in 3 seconds". Instead of anatomy — the product, textures and a calm self-care aesthetic. A separate creative speaks to women going through menopause, without pressure about age. The ads pass moderation and lead to the website.

A video without a film set

For video ads we made a film about how dryness gets in the way of ordinary life: at yoga, in the pool, in a fitting room, behind the wheel. And about how simple it is to deal with — order a course from your phone and get a plain parcel at home.

The video is made entirely with AI: script, visuals, editing. Every person in it is generated, there isn't a single actor. For a delicate topic that's convenient too: nobody has to be persuaded to appear on camera, and the video can be quickly rebuilt for a new offer or a different audience.

We see every step a visitor takes

The site is connected to Google Analytics 4, Microsoft Clarity and the Meta pixel. Analytics shows where people come from and how many reach an order. Clarity adds session recordings and heatmaps: where someone paused, what they scrolled past, which block they read to.

All of it switches on only after consent in the cookie banner, as GDPR requires. For a European brand that isn't a formality, it's a condition of doing business.

What we changed during the campaign

Ads and the website don't live separately, so we watched the analytics and campaign stats and adjusted the site as we went.

Copy that fits Meta's rules. Meta reviews not only the ad but the page it leads to. In an intimate niche one unlucky phrase can block not just the ads but the whole ad account. We went through the site and rewrote the copy so that it passes review and the account stays safe.

A short order form. We saw fewer requests than there could have been: the form had many fields, including a delivery address. The audience is adult women who aren't always confident with websites, and a long form stopped them. We cut it down to the minimum, and now a request takes a few seconds. A manager clarifies the rest.

Requests go straight to managers

Orders and requests from the website and the ads land in our CRM and are distributed between managers. Not a single request gets lost in email or chats: a manager picks it up right away, and the owner sees the whole funnel in one window — from an ad click to a sale.