If you’ve watched TV in the last week, you’ve likely seen a commercial for a novel form of birth control called Phexxi. You could hardly miss it, starting as it does with “Welcome to my vagina,” and starring actress Annie Murphy from the wildly popular Emmy award-winning Canadian sitcom “Schitt’s Creek.” As the bubbly Murphy struts about in a cavernous pink bedroom, she promises that Phexxi is something that women have always wanted: an effective, “in the moment,” hormone-free method of birth control. Phexxi was approved by the FDA over a year ago, but only in the past week has its manufacturer, Evofem, begun marketing the product in earnest. With this shiny new campaign, Evofem is betting on the recently heightened search among women for non-hormonal birth control options.

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