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Maxwellia Unveils Bold £3m 360° Support Campaign to drive awareness of its contraceptive pill Lovima


Lovima TV Commercial still - waiting

Alderley Park, UK – 6 October 2021

A new television advertisement campaign from Maxwellia to support its newly launched brand Lovima® (containing desogestrel 75mcg) breaks today. The new advert is part of a bold 360° campaign designed to educate women about the choice they now have to buy the progestogen-only conceptive pill without a prescription. The campaign is designed to signpost pharmacists as an important cornerstone in contraceptive health.

The television advertising campaign, devised by creative studio Ourselves, breaks on 6 October 2021 on Channel 4. The 360” spot focusses on the contraceptive pills’ liberation from prescription status, a major milestone moment which further empowers women to be able to make their own choices about their contraception.

The new TV campaign will be supported by PR and point of sale as well as a major digital campaign that will ensure significant share of voice for Lovima® over the next 12 months. Maxwellia will continue to support pharmacists by providing detailed online and in-store training tools, which importantly will cover guidance on managing contraception conversations with consumers.

Lovima® (containing desogestrel 75mcg) is a new pharmacy brand of the most widely prescribed progestogen only contraceptive pill, which, does not require a blood pressure check, and has been a trusted and effective choice used by millions of women for over 30 years.

The licence granted by the MHRA in July has transformed the way women can access this form of contraception, by broadening the role of the pharmacist and providing another choice alongside free NHS provision that is quick, easy and without the need for a GP or sexual health clinic appointment or prescription.

The launch has created a new, much needed category in pharmacy and will enhance the range of contraception choices currently available for pharmacists to build relationships and encourage repeat and cross category purchases.

Maxwellia’s Lovima® (desogestrel 75mcg) can be bought over the counter from a local British high street or supermarket pharmacy with a month’s supply costing £14.99 with a three month supply available at £29.99 working out at just under £10 a month. Women can buy up to 12 months’ supply at a time.


For more information about Lovima® please visit and for more information about Maxwellia, please visit To interview Anna Maxwell, Robbie Turner, Dr Anne Connolly or Dr Diana Mansour, please contact The Difference Collective:

Kate van Beek: 07525 095232 /

Charlotte Messer: 07928 700277 /

Notes to Editors:

About Lovima®

Lovima® 75 microgram film-coated tablets


Indications: Oral contraception for women of childbearing age including adolescents. Posology: One tablet every day continuously; 24 hours between tablets. First tablet taken on the first day of menstrual bleeding. Contraindications: Active venous thromboembolic disorder. Presence or history of severe hepatic disease. Known or suspected sex-steroid sensitive malignancies. Undiagnosed vaginal bleeding. Hypersensitivity to any ingredients. Peanut or soya allergy. Precautions: Pregnancy should be excluded, contains lactose; not for patients with rare hereditary problems of galactose intolerance, the Lapp lactase deficiency, or glucose-galactose malabsorption. Caution in patients with: a history of breast cancer, diabetes, liver cancer or chloasma or depressed mood arising during use. Efficacy may be reduced with missed tablets, gastro-intestinal disturbances, or concomitant medications. Stop if sustained hypertension not controlled. Side effects: Common (≥1/100 to <1/10) breast pain; depressed mood; mood altered; libido decreased; menstrual cycle irregularities: nausea; acne; weight increased, headache. Uncommon (≥1/1,000 to <1/100) vaginal infections, contact lens intolerance, vomiting, alopecia, dysmenorrhoea, ovarian cyst, fatigue. Rare (≥1/10,000 to <1/1,000) rash, urticaria, erythema nodosum. MA holder: Maxwellia Ltd, Alderley Park, Alderley Edge, SK10 4TG Classification: P Price (ex.5% VAT): 28 tablets £14.28 or 84 tablets £28.56. 

About Maxwellia

Founded in 2013, Maxwellia is a female founded, British pharma company and the world’s only company completely dedicated to “switching” – prescription-only medicines into versions that can be bought over the counter in a pharmacy. Switching is a rigorous regulatory process enabling pharmacists to safely supply what were previously prescription-only medicines. Maxwellia is developing and commercialising the next-generation of consumer healthcare pharmacy brands treating a range of conditions in major public health categories. It aims to provide people with new ways to conveniently look after themselves by making widely used and effective medicines available over the counter at the pharmacy. It already has three applications under assessment, including other women’s health products. An independent venture-capital start-up, Maxwellia has been financially backed by Future Fund, a government initiative to help cutting-edge British companies of the future thrive.

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