Asaleo Care Libra Website

The State of Play

Libra is the feminine care brand that encourages women to create a world where females can live their best life, without expectation. To express themselves or not, to live however makes them happy – embracing the spirit of ‘you do you’.

For the last 40 years, Libra has been by the sides of Australian women as they go through their period journey.  They’re there from puberty, with a range of specifically-designed products for smaller bodies and free school resource kits, to give them the tools and confidence they need to navigate the rollercoaster of womanhood. Then, throughout the 40 or so years a woman will get her period, Libra has a range of market leading products, with an option for everybody.

However, along the way Libra’s digital footprint had lost its way. Libra needed to reinvigorate their digital strategy and streamline their communications platforms, ensuring they were communicating to their consumers in their world… the online world.


The Work

Libra needed to take their brand confidently into 2019 with a streamlined approach to their online experience, consolidating four websites into one and maintaining who they are for their audience segments.

It was important the website reflected the brand’s confident, supportive and understanding personality – ensuring users feel a sense of belonging and inclusivity, no matter their age or situation. The site also needed to celebrate the brand’s heritage and seamlessly integrating social channels, email marketing, new content and allow for further functionality to be added once the site goes live.


The Result

Yoke strategised, designed, and developed a website that cohesively brought Libra Girl, Libra masterbrand, Libra Shop and Libra New Zealand all together. Love Libra is now the supportive hub for women of all ages, helping answer questions on feminine health, product innovation information and eCommerce capabilities. Fresh content, new resources and user-first interface, ultimately helping women live their best life. Period.

Yoke has one of the best strategic departments I’ve come across. The team were able to create a quantitatively grounded approach to web development, marketing automation and SEO/SEM, which has been central to the success of Libra’s digital strategy.

-Nicole Sherwin, Digital and eCommerce Manager, Asaleo Care


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