Lovable‘s commitment to support the growth of young women continues with a new project “From Teen 2 Woman” that involves the world of female sport.
Since 1962 Lovable has been close to women, it has always accompanied them in the various phases of their life guaranteeing comfort and support with its products and its know-how. For Lovable the true beauty is to value one’s own uniqueness; this path of awareness must be started since the adolescent age with an awareness of oneself and of one’s own body.
There is in particular a delicate moment of growth when the body changes, the cycle arrives and with it great changes. Lovable wants to contribute to make easier this relationship with one’s own body with a solution that allows to live even the days of the cycle in a natural way and without stress: the period panties.
Lovable’s Period Panties are washable and reusable absorbent briefs that replace the use of disposable systems by offering anti-loss absorbency and maximum comfort during menstruation. They are a practical solution for every day of your cycle and represent even more of a revolution when you do sport thanks to the prolonged absorbency that avoids having to change during sport, the organic cotton in contact with your intimate parts and also because they replace tampons and pads that are often uncomfortable and annoying during sport.
Lovable partner of monterosso women’s football
“Football is a team sport, of passion, of emancipation, values that have always been in Lovable’s DNA. For a girl to play football, especially in a female team, is a victory over stereotypes and a lot of fun. With Lovable the fun doesn’t stop during the days of the cycle. Lovable Period Panties, are the ideal ally to feel comfortable during your period even while doing sport” – says Daniela Murelli, Lovable Business Director South.
For these reasons, Lovable has chosen Polisportiva Monterosso of Bergamo, a women’s football team playing in serie C, that with passion and commitment, from the football school to the first team, accompanies the growth of girls in sport promoting continuous improvement, respect, inclusion and self-esteem that are Lovable’s founding values.
And it is precisely the girls of the different teams who are the stars of a new Lovable brand campaign that will be on air on digital channels in December. The campaign consists of a hero video and three Tik Tok videos. The hero video draws an implicit parallel between a key moment of the game and the menstrual cycle (a moment that happens to everyone, teammates or opponents) to be lived both with confidence, decision and freedom: an important attitude to give the best of oneself on the field, but also in life.
The images and the product reveal that, in sports (but not only), those conditions can also be guaranteed during the time of the menstrual cycle in order to be at one’s best for taking a penalty kick or facing a challenge.
P.Rew.: Lovable Press Office