Sue's achievements

Together with 5.000 women, our markters around the globe, our agency partners and with Interbrand we have codeveloped our new global brand identity for Essity FemCare brands. Sue was the brain and heart behind the idea of a powerfull symbol that stands for our taboobreaking brand personality as well as our V-Care portfolio of towels, liners, tampons, washes and wipes. I couldn't wait for the day, when the elements of our old brandmark, pink ribbon and sparkles, were replaced. They were not only outdated, but a euphemism, reinforcing a stereotype that women’s periods always are a delicate and wonderful experience, and stood in the way of what we’ve been about, without shame: women’s vaginas and vulvas. So, our V now sits proudly and prominently on the front of all of our packaging and across our customer touchpoints. It’s a symbol as much as it is a statement. Without Sue, her enthusiasm and professionalism, I wouldn't have been able to convince our markets around the world to take this brave step with me. But we did. It was about bloody time!

Tanja Grubner
Global Marketing & Communications Director at Essity
09 Jun 2020