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Web Film
LifeCup: Welcome New Vaginas
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In a first of its kind, Colombian brand LifeCup, the country's leading brand for Menstrual Cups alongside Wunderman Thompson Colombia, has designed a new product to help with the regeneration, hydration and skin care of the new vulvas of trans women - LifeFemT. The product, an intimate wash that has been designed specifically for trans women who have undergone gender affirmation surgery, is the first product on the market which fits the specific needs of trans women's new vulvas, such as pH balance, hydration and bacterial flora, and tissue regeneration. A recent survey by Trans PULSE Canada revealed there is a significant unmet need for treatment of the neovaginal microbiome, with research showing that nearly half of transgender and gender diverse participants with vaginoplasty experienced gynecological symptoms in the past year, including malodor, abnormal or disturbing discharge, and itching (Krakowsky et al, 2022). Realizing the the gap in the market for a product that is specific to trans womens’ physiological needs, Romina Rizzi and Stephanie Larumbe, female co-founders and leaders of LifeCup, and Wunderman Thompson Colombia developed LifeFemT. It followed extensive research and product development with the most important gender affirmation surgeons and specialists in the country, as well as women belonging to the trans community.
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