Lingerie, sleepwear, and personal care brand Clovia marked Menstrual Hygiene Day with a bold and unconventional workplace initiative – a live menstrual cramp simulation experience designed to spark honest, open conversations around period pain and menstrual wellness.

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Hosted at Clovia’s corporate office, the initiative brought together employees from across teams to physically experience a simulated version of menstrual cramps – offering a rare, visceral glimpse into the discomfort that millions of women silently navigate every single month while simultaneously managing their professional and personal responsibilities.

The format was deliberately participative and interactive, moving beyond awareness posters and social media messaging to place period pain directly in the centre of the workplace conversation. Candid reactions from participants – many visibly unprepared for the intensity of the simulation – underscored just how significantly menstrual discomfort is underestimated, even within environments that employ large numbers of women.

Through the exercise, Clovia sought to challenge the normalisation of silence around menstruation and highlight the gap between how period pain is perceived and how it is actually experienced. The initiative aimed to encourage more empathetic, informed dialogue around menstrual wellbeing – both within corporate spaces and beyond.

The campaign reflects a growing movement among brands to go beyond surface-level awareness and create genuinely immersive experiences that shift perspective and drive meaningful change around menstrual stigma.

For Clovia, the initiative reinforces the brand’s positioning at the intersection of women’s comfort, confidence, and advocacy — making period conversations not just acceptable, but necessary.