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Essity wins Brand Activation Award for Libresse initiative at European festival
The company was recognized at the European Festival Awards for an activation focused on menstrual wellbeing and inclusion at the Pinkpop festival in the Netherlands
Essity received the Brand Activation Award at the European Festival Awards for an initiative led by its Libresse brand aimed at improving women’s experiences at large-scale events.
The activation took place at Pinkpop, one of the largest music festivals in the Netherlands, which welcomes approximately 150,000 visitors. Through the Libresse Refresh Spot, the company provided clean restrooms, free sanitary pads and information about period underwear, creating a space designed to help attendees feel comfortable and supported during their menstrual cycle.
The initiative addressed a common challenge identified by the company: many women avoid attending festivals or social events due to discomfort related to menstruation. Essity approached this issue with a practical and inclusive solution.
According to the company, the recognition highlights how breaking taboos and applying human-centered design in real-life moments can drive both social impact and long-term brand value.
