# Intimate hygiene awareness trends in Italy

> Live situation record from CLSTR: https://clstr.news/situations/intimate-hygiene-awareness-trends-in-italy
> Updated: 2026-09-22T12:57:04.000Z. Sources: 11. Developments: 2.

A YouGov study conducted for the brand Chilly indicates a cultural shift in Italy regarding intimate hygiene. The research, which surveyed women aged 18 to 54, found that over 70% of respondents find it easier to discuss these topics than in the past. Findings suggest that 86% of women believe intimate care contributes to feeling comfortable and secure, while 76% view it as essential for daily confidence.

Generational data shows that younger women, specifically Gen Z and Millennials, exhibit higher levels of openness compared to Gen X. The study identifies friends (64%) and family (42%) as primary interlocutors for these discussions.

To build on these findings, the Chilly Live Show was held in Piazza Dante, Naples, featuring a performance by singer Francesca Michielin. The event aimed to promote open dialogue and continue breaking social taboos surrounding personal care.

## Timeline

### 2026-09-22: Chilly Live Show in Naples promotes intimate hygiene awareness

The Chilly Live Show in Naples, featuring Francesca Michielin, aimed to break taboos surrounding intimate hygiene, supported by research showing increased openness among Italian women.

2 sources. https://clstr.news/cluster/chilly-live-show-in-naples-promotes-intimate-hygiene-awareness

### 2026-09-19: YouGov study: Italian women report increased openness regarding intimate hygiene

A YouGov study for Chilly shows over 70% of Italian women find discussing intimate hygiene easier now, with younger generations reporting higher levels of openness and awareness.

10 sources. https://clstr.news/cluster/yougov-study-shows-increased-openness-among-italian-women-regarding-intimate-hygiene

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Cite as: Intimate hygiene awareness trends in Italy. CLSTR, https://clstr.news/situations/intimate-hygiene-awareness-trends-in-italy