Scarlet Period x MHPR

Objective
Position Scarlet as a market leader in the period care category, with a campaign focused on the launch of their new rae heat pad, while also driving broader awareness for their hero range of period underwear, swimwear and cups.

Strategy
MHPR executed a six month PR campaign that combined product placement, storytelling, and health-focused editorial to shift the narrative around menstrual care. A key part of our strategy was leveraging Scarlet owner Jo Barry’s personal experience with endometriosis for powerful, values-driven media opportunities. Her openness and advocacy created meaningful cut-through with both journalists and audiences, leading to in-depth features and thought leadership placements across major news and health titles.

Results

• 49 media features

• 166M+ total reach

• Coverage in tier one titles including Body + Soul, Sydney Morning Herald, News.com.au, Women’s Agenda, 9Honey, Harpers Bazaar, Women’s Health, 7News, Mamamia, Marie Claire, WHO Magazine, and more.

• Coverage highlights include:

  • “Jo lost multiple organs, her fertility and over $100k to disease affecting over one million Aussies” — 9Honey

  • “Scarlet Period Review: Wearable period packs for female self care” - news.com.au

  • “I've had my uterus, ovaries and bowel removed, but there's still no cure for endometriosis” — Body + Soul

  • “Endometriosis took my fertility, here’s what I wish more women knew” — Women’s Health

Impact
The campaign elevated Scarlet’s profile with health and environmentally-conscious consumers. Founder Jo Barry’s story was told with care and impact, while product placements drove visibility and sales for the rae heat pad and the broader range.