When Essity started pushing the conversation around femcare and body confidence, taboo-breaking was a genuine differentiator. Now every brand's got a bold campaign and a creator to match. Luciana de Azevedo Lara, Senior Global Communications Officer at Essity, joins SocialChain CEO, Jacinta Faul to get into what happens next when the mould's already been broken and the bar for cutting through keeps rising. They cover why human instinct and cultural taste are still the things AI can't manufacture, how to build authentic community at scale across markets with very different sensitivities, and where the real tension sits between a brand pushing the envelope and a creator doing it.
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