Grocery Business - June 2016

|GHQ|NONFOODS FOR PROFIT

The conversation around feminine care has expanded, leading to a more knowledgeable
consumer base with informed demands. BY ARIELLE SIDRANE

GIRL (UN)INTERRUPTED

FEMININE NEEDS have not evolved much throughout time. The way they are dealt with, on the other hand, is a completely different story.

Women no longer have to settle for just “ getting by.” Today, there are a wide range of products available designed to ensure that each woman’s unique set of needs is met and even exceeded. For today’s woman, convenience and quality are both non-negotiable when it comes to feminine care products. Beyond just providing basic protection, product attributes like comfort, or those designed with a specific use in mind like active or overnight, have taken on increased importance.

As with anything, finding a product that
works is most important to the feminine care
consumer. “I think what women are mainly
looking for is a product that works for them—
one that is providing leak-free protection, secu-
rity and convenience,” says Daniela Masaro,
brand manager for Kitchener, Ont., Canada-
based Diva International. “I think all women
want to feel confident, and they want to know
that their feminine hygiene is something they
don’t have to worry about during the day.”
Industry observers say that as more women
become comfortable sharing menstruation
anecdotes and advice, both on their own
personal social media pages and through the
mass media, the topic’s once taboo nature has
diminished.

“Conversations about periods and feminine
care are trending,” says Kanchan Patkar, gen-
eral manager of the U by Kotex brand, made
by Irving, Texas-based Kimberly Clark. “More
than ever before, these hot topics can be seen
in an abundance of media today. People are
continuing to become more comfortable talk-
ing about periods.”
Kimberly Clark’s U by Kotex brand is tak-
ing this idea a step further with its latest initia-
tive, The Period Projects. The Period Projects
was launched in partnership with real women
to work on making periods easier for them to
deal with. The first part of the project rolled
out in May, called The Period Shop, a pop-up
in New York that included a DJ, nail art sta-
tions, massages and a comedy night. “The
Period Shop is proof that together we can
change the way people think about, talk about
and shop for periods,” Patkar adds.

Other aspects of the initiative include a commercial campaign, website and social promotion. Some of the products from the pop-up will also be available online. Patkar says that to add to the conversation, other projects are in development and will be announced throughout the year.

U by Kotex is also innovating within its product line, and there have been two items launched so far this year. U by Kotex Security Ultra Thin Overnight Pads is the brand’s most absorbent yet, according to company officials. It features a 40 percent wider back to help stop leaks, and is also available in Long, which has a Soft Touch cover and wing shape designed for a secure fit.