Pure Mama Scar Care Suite Campaign

Striking out C-section stigma.

The gap.

C-section is one of the most common birth experiences in Australia. It makes up 41% of births. But after this major surgery, many women feel overlooked or disconnected from their bodies. PURE MAMA supports them with natural, clinically-validated skincare. Their new Scar Care Suite—including a Complex Scar Serum and Silicone Scar Strips—addresses the gap for C-section scar care that truly works.

Striking out stigma.

Too many mothers are judged and shamed for C-section births. Negative commentary tells women they’ve chosen the easy way out. Our campaign goes beneath the surface to acknowledge the complexities of C-sections. We literally strike out societal stigma and celebrate the strength these marks represent.

The gap.

C-section is one of the most common birth experiences in Australia. It makes up 41% of births. But after this major surgery, many women feel overlooked or disconnected from their bodies. PURE MAMA supports them with natural, clinically-validated skincare. Their new Scar Care Suite—including a Complex Scar Serum and Silicone Scar Strips—addresses the gap for C-section scar care that truly works.

Striking out stigma.

Too many mothers are judged and shamed for C-section births. Negative commentary tells women they’ve chosen the easy way out. Our campaign goes beneath the surface to acknowledge the complexities of C-sections. We literally strike out societal stigma and celebrate the strength these marks represent.

Art direction at golden hour.

Our campaign needed to feel intimate, warm and premium. Golden hues and soft draping create a calm, nurturing atmosphere. Earthy nude colours complement the rose gold product packaging. Macro product shots play with light to capture the essence of healthy, healing skin. A hanging muslin backdrop centres women as the focal point. Our focus stays close to the body, revealing the beauty of the scar. The campaign features women who have openly shared their postpartum journeys. Victoria Devine, photographed just three weeks postpartum with her newborn. Leah Itsines and Ella May Ding, both speaking about their C-section scars. Photographer Liane Hurvitz also stepped in front of the camera, revealing her own scar.

Pure positive impact.

This campaign is more than buzz for a new product launch. It takes a strong stance that makes millions of women feel seen. Whether emergency or planned, C-sections can result in intense physical and emotional trauma. PURE MAMA brings visibility to an often overlooked experience. It introduces a new standard of scar care for mothers and celebrates all beautiful beginnings.

Photographer: Liane Hurvitz 
Set Stylist: Mel Martin 
HMU: Janice Wu
Motion: Ninefifteen Films

Striking out C-section stigma.

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