16 HA NDBOO
What trends are influencing
sales in the menstrual product
Daniela Masaro: While the category as
a whole is on the decline due in large part
to our aging population, there is greater
awareness and a growing demand for true
product innovation. Also, in today’s world
of disposable products, customers are looking for products that will not have a detrimental effect on their health or the environment. The menstrual product category
is no exception. Women are looking first
and foremost for leakage protection as well
as products that are better for their bodies
and the environment, while also meeting
the demands of their busy lifestyles.
Diva International has helped answer
these needs with its revolutionary menstrual cup, The DivaCup. The DivaCup
provides up to 12 hours of leak-free protection, is easy to use and comfortable. It
is made of 100 percent healthcare-grade
silicone and is free of chemicals, plastics
and dyes. Because it is reusable—we recommend replacing The DivaCup annually—customers not only save money, but
also reduce their eco-footprint by sending
less waste to landfills.
Since The DivaCup is both an innovative and effective product that meets the
needs of today’s modern woman, sales are
growing at double-digit rates in dollars
and units, thus contributing real growth to
the category. The ranks of retail doors in
the U.S. are expanding exponentially and
international growth is also expanding.
What are the top challenges
within the category?
Some of the challenges we face in the cat-
egory are convincing retailers there is an
urgent need and demand for The DivaCup
in all stores. Awareness is spreading and
women are becoming more educated
about alternatives to traditional menstrual
care and are looking for The DivaCup at
their local retailer. Consumers are no lon-
ger settling for products they have long
been disappointed with and will seek out a
better product where they can find it.
What makes Diva international
stand apart in such a crowded
One of the biggest factors of Diva
International’s success was the determination of the founders. The mother/daugh-ter team had a vision and a firm belief that
The DivaCup would be successful and
they worked hard to make this revolutionary product available to women across the
globe. Diva International has experienced
exponential growth from its early days
and today, with a team of knowledgeable,
experienced and passionate individuals,
the company continues to work diligently
to make The DivaCup a mainstream product and one that is readily available in
order to meet the growing demand.
What merchandising strategies
can retailers employ to capture
The DivaCup is best placed in the feminine hygiene section next to other menstrual products. To help retailers capture
the interest of more consumers, we offer
eye-catching counter and shelf displays,
full floor displays, as well as clip-strips.
How does Diva international
educate consumers on its
products and its benefits?
Diva International has been growing consumer demand with a marketing spend
of more than $5 million for 2016. Diva
International uses a mix of print and
digital advertising, commercials on mainstream and digital television, social media,
public relations, as well as promotional
and educational materials and resources.
Our company also attends trade shows
and conferences as part of our marketing
mix. In addition, our website provides a
wealth of information, with demonstration videos, important information, FAQs,
as well as blogs and stories from current
Diva international continues to work diligently to make The DivaCup a
mainstream product, says Daniela Masaro, brand marketing manager.