Essity appoints Wunderman Thompson to manage FemCare brief


Essity, the global health & hygiene company, has appointed Wunderman Thompson to handle its global ecommerce and UX design business along with a diversity and inclusion project for their FemCare brands, to help the company better address the needs of women+.

Wunderman Thompson was invited to take part in a competitive pitch for the global briefs, run directly by the client, on the back of its D2C commerce expertise and pioneering Inclusive Design practice.

Wunderman Thompson was the first agency to build an Inclusive Experience Practice, based on the three core principles of inclusive design: recognising exclusion, learning from diversity, and solving for one and extending to many.

The agency has had huge success so far within this area, with the development of an inclusive deodorant product for Unilever, Degree Inclusive, being awarded the Innovation Grand Prix at Cannes Lions and being named the winner of the Social & Culture Impact category at the SXSW Innovation awards. 

Wunderman Thompson was also behind Tommy Adaptive for Tommy Hilfiger. An innovative line of adaptive clothing that gave the brand a new role in culture and went on to win four Cannes Lions.


With Essity’s plans to unveil a new phase in the evolution of its FemCare brand purpose roadmap for their Femcare brands, Wunderman Thompson will support in delivering a global diversity and inclusion project.

The project will aim to make their FemCare products more accessible and drive the development of product innovation across their portfolio of brands, including Bodyform (Libresse, Nana, Saba and Nosotras globally).

Wunderman Thompson’s integrated offering for Essity will also see them optimise Essity’s D2C website, customer experience and global UX&UI design system implementation. 

The agency will start by running a full test and analysis across the brand’s ecommerce services to identify and act on opportunities where the experience can be optimised for Essity’s period pants brand, intimawear.

Tanja Grubner, Essity’s Global Marketing & Communications Director, Feminine Care, said: “We were really impressed with the approach to both briefs from the Wunderman Thompson team, their integrated approach and extensive experience and talent across D&I, technology, experience and commerce shone through and we’re delighted to be working together in the next stage of Essity’s evolution.”

Pip Hulbert, UK CEO at Wunderman Thompson, said: “Essity’s ambitions and future-facing plans for their brands make them an inspiring new partner for us. 

“Bringing together a team of experts from our Wunderman Thompson Commerce and global inclusive design practice we’re excited to partner with Essity to give everyone better accessibility to products that work with their needs.”