The “Sex Never Gets Old” campaign features a diverse group of older people, with a range of ethnicities, ages and sexualities, within beautiful, emotional portraits of couples. Through these emotive portraits Replens™ highlights that many people continue to enjoy sex and intimacy well into their sixties and beyond. The imagery and headlines emphasise a range of experiences and moments, from “touch never gets old” to “sex never gets old” – this is not just about the sexual act, but the broader canvas of human connection.

The campaign is a celebration of Replens™ inclusive brand values and gives visibility and awareness to the core brand community who Replens™ looked to hero in this campaign. Research tells us that despite 17.7% of the UK population being 65 or over, they only feature in 6.17% of advertising material (Lloyds Banking research, 2016). Whilst feedback from the brand community indicated a perceived level of societal discomfort with sex and intimacy in the those aged over 55. Replens™ felt it was time to change this. On behalf of Replens™Rossana Doldi, Head of Healthcare, Church & Dwight UK Ltd, comments,

“Age, intimacy and sex are rarely referenced in advertising when discussing those aged over 60. Our campaign captures a diverse range of older people as sexual beings in beautiful and emotional moments of their intimacy, celebrating age and breaking down misconceptions surrounding these unspoken aspects in later life. Through this campaign we can give visibility and relevancy to this often, over-looked age group, giving people the confidence to view their older selves more positively, and inspire a long-lasting sex life!”

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Church & Dwight UK Ltd, owners of Replens™ is committed to diversity and inclusion across their brand portfolio. The Replens™campaign gives visibility and relevance to those aged 60 and over, encouraging men and women to view their older selves more positively. Michael Benson, Group Marketing Director at Church & Dwight UK Ltd comments,

“We are thrilled that the Sex Never Gets Old campaign has won this accolade. The Replens™ campaign exemplifies the values of inclusion and diversity that we uphold at Church & Dwight. We are proud to be changing attitudes and debunking stereotypes with this bold, positive, inclusive and thought-provoking campaign, which heroes our brand community. We hope this raises awareness and encourages more positive engagement in the women’s intimate health category.”

Replens™ has also commissioned a nationwide survey with One Poll of people (over the age of 60) to better understand their views on sex and intimacy and identify the factors that contribute to a long-lasting sex life. The Flames of Sex & Intimacy Survey reveals that despite society’s often negative views of sex and intimacy in those over 60, many older people grow in confidence and become more at ease in relationships enjoying connection and sexual satisfaction throughout their 60’s, 70’s and beyond. Rose & Linda, one of the featured couples says:

“When you start to get older, people wrongly assume that you stop having sex. We’re proud to work with Replens™ and be challenging the taboo that sexual intimacy amongst us slightly older folk shrinks with age. We’re firm believers that sex never gets old. If anything, it gets better the more experienced you are!”