Skip to main content
  • Toolset
  • Solutions
  • About DMS
  • Case Studies
  • Contact Us

Connect With Your Audience At Scale

  • Articles
  • Case Studies
  • Videos
    • As Seen In...
    • Press Releases
    • Contact DMS
    • Events
    • DMS Live
    • Contact DMS
    • Careers @ DMS
    • DMS Investor Info
    • DMS Toolset
    • DMS Solutions
    • DMS Team
    • DMS Voices

Recent Searches

    Share this Post

    • Share on facebook
    • Share on twitter
    • Share on linkedin
    • Share on email
    1. Home
    2. DMS Insights: Digital Advertising News
    3. Period Product Marketing Can Be Positivity-Focused, Shame-Free And Effective At Scaling Sales

    Fill form to unlock content

    Loading, please wait

    Error - something went wrong!

    Thank you!

    Period Product Marketing Can Be Positivity-Focused, Shame-Free And Effective At Scaling Sales

    Published Date June 18, 2021

    “Traditionally, marketing for period products has only furthered the stigma — the notion that periods are taboo and something we should hide,” said Shama Amalean, Thinx’s Chief Product Officer. Thinx, and other prominent menstruation product brands, want to end the shame and worry associated with menstruation. 

    Many direct-to-consumer (DTC) brands, like Thinx, have been leaders in creating innovative products, like period underwear, and furthering conversations around menstruation. Recently, other brands, including Midol and Adidas, also launched products and advertising that don’t shy away from the realities of menstruation, creating dialogues that are likely to resonate with consumers. 

    Thinx Kicks Off Plus-Size Campaign As DTC Brand Introduces New Line Up Of Menstruation Products

    Whether through a subscription or as a one time purchase, many consumers find that menstruation brands available online offer more options than what can be found in stores. Thinx, a popular DTC brand that launched in 2013, was one of the first brands to release period underwear and activewear that offer protection, and Thinx is currently dominating 70% of the period underwear U.S. market. The brand has always leveraged digital solutions to promote its product, including referral programs and purchase discounts, content marketing on its website and GiveRise, the Thinx social responsibility mission promoting menstrual equality around the world. 

    A recent campaign by Thinx continues the brand’s body-positive brand purpose, with the release of new sizes that are more inclusive of all body types. After an initial attempt to broaden the size range, Thinx realized it’d missed the mark and went back to the drawing board, bringing in plus-sized consultants to make sure the fit was right and still offered the promised protection. “I’ve just been blown away at the size of the market opportunity. 70% of women in the U.S. are over a size 14, and I find it fascinating that more businesses aren’t doing this yet. Because not only is it the right thing to do, to be inclusive, but clearly it’s a massive business opportunity,” said Maria Molland, Thinx CEO. The “new & improved true plus sizes” photo series, featuring plus-sized models, are front and center on the brand’s website and Instagram and Twitter accounts. Explained Crystal Zerrenner, Thinx Chief Growth Officer, “We engaged the community directly and made sure that they had ownership and autonomy over the marketing.”

    Adidas Competes With DTC Brands With ‘Period Safe’ Activewear

    It isn’t just DTC brands offering innovative menstruation products, with global sports brand Adidas introducing its “Techfit Period Proof Tight” this month. Although not a replacement for pads and tampons, the sports leggings are meant to give menstruating athletes an extra layer of protection and the confidence to keep participating in sports while they have their periods. Lucy Maguire, reporting for Vogue Business on the new Adidas product and other period underwear brands, notes, “One in four women drop out of sports during adolescence, citing their period as a major factor.” Kim Buerger, Adidas Senior Product Manager, added, “It’s such an important topic [confidence with regard to period protection] for so many. It was a very powerful insight for us, so we took it and built product innovation to really break down that barrier and ensure people can stay in play.” 

    According to a press release from Adidas, “The launch [of Techfit Period Proof Tight] is part of our roadmap of innovations coming out this year to better service all women in sport under the long-term Watch Us Move campaign.” The multichannel campaign includes video on Instagram and YouTube, using the #stayinplay hashtag, and stories about playing while having their periods from Olympic and professional athletes Jazmin Sawyers and Layshia Clarendon. Adidas recently announced that it hopes to double ecommerce sales by 2025, in part due to new products and design innovations, like the Techfit Period Proof Tight, debuting on the Adidas ecommerce platform and app.

    Midol Launches ‘No Apologies’ Digital Advertising Campaign To Support Body Positivity

    Midol, a pain reliever that promotes itself as a solution to the aches and pains experienced during menstruation, launched “No Apologies. Period.” as a multichannel campaign designed to reduce the stigma associated with menstruation. “Midol is about creating a world where periods are not something to be embarrassed about or a source of shame or discomfort. That means not just relieving period symptoms, but the stigma that comes with them,” said Lisa Perez, Marketing Director of Pain/Cardio at Bayer Consumer Health U.S., Midol’s parent company. 

    The Midol campaign kicked off with a 60-second video, shared on the Midol website and across social media, that “features real people of all ages, ethnicities and genders who share real Period Apology stories and instances they’ve felt the need to hide their symptoms.” Relatable content can help consumers feel seen and understood by brands, driving engagement, sales and loyalty. “The digital-first [Midol] effort will appear across YouTube, Facebook, Instagram, Snapchat, Pinterest, and Amazon, as well via a partnership with Bustle Digital Group and the brand’s first time on TikTok,” reported Chris Kelly for Marketing Dive. Midol has increasingly been engaging with consumers across social channels as part of a broader rebrand appealing to Gen Z and Millennials.

    Seeking New Ways To Maximize Your Customer Acquisition?

    Digital Media Solutions (DMS) is a technology-enabled, data-driven performance advertising solutions provider connecting consumers and advertisers. Contact DMS today to learn how our first-party data asset, proprietary technology and expansive digital media reach can help you scale your customer acquisition results.

    Contact DMS
    • Previous Article

      6 Ways To Re-Engage Ecommerce Consumers With Web Push Notifications

      6 Ways To Re-Engage Ecommerce Consumers With Web Push Notifications

      Advertisers looking for new ways to directly engage ecommerce consumers can utilize push marketing to send personalized messages to drive website traffic, conversions and more.

    • Next Article

      What Is The Aimtell Offer Network?

      What Is The Aimtell Offer Network?

      Aimtell’s Push Content Network provides push marketing users with an optional additional revenue stream to incorporate into their existing push marketing strategies.

    Most Recent Articles

    • 4 Tips To Help Set Up Inbound Call Campaigns For Long-Term Success

      4 Tips To Help Set Up Inbound Call Campaigns For Long-Term Success

      Careful planning is needed both on the advertiser and publisher sides for a call campaign to perform well. These four tips can help you set up inbound call campaigns for long-term success.

      Read Article

    • 3 Top Lead Generation Best Practices To Scale Your Business

      3 Top Lead Generation Best Practices To Scale Your Business

      Set lead generation campaigns up for success by deploying best practices and optimizations.

      Read Article

    • What Is The Latest News On Apple And Push Notifications?
      10 months ago

      What Is The Latest News On Apple And Push Notifications?

      At this year’s annual WWDC, Apple announced that beginning in 2023, iOS 16 will support web push notifications.

      Read Article

    •  8 Email Subject Line Strategies That Can Help Drive Up Open Rates

      8 Email Subject Line Strategies That Can Help Drive Up Open Rates

      Subject lines represent a make-it or break-it opportunity to get email opened.

      Read Article

    • 4 Often Overlooked Ways To Address Email Inboxing Challenges

      4 Often Overlooked Ways To Address Email Inboxing Challenges

      While there are technical aspects to making sure an email message gets to its intended destination, it’s important to always keep the consumer top of mind.

      Read Article

    • 5 Ways To Manage Customer Acquisition Challenges

      5 Ways To Manage Customer Acquisition Challenges

      Customer acquisition challenges are universal, but finding the right solutions shouldn’t be hard. Here’s a look at 5 ways to overcome your customer acquisition challenges & drive the results you need.

      Read Article

    • What Is Happening With The Twitter Purchase?
      11 months ago

      What Is Happening With The Twitter Purchase?

      Elon Musk is taking over Twitter. Now what? Here’s what you need to know about the sale of Twitter and how you can proceed confidently on the social media platform.

      Read Article

    • 6 Ways To Create A Successful TikTok Marketing Strategy

      6 Ways To Create A Successful TikTok Marketing Strategy

      A successful TikTok marketing strategy is important in 2022, but advertisers don’t have to do it alone.

      Read Article

    • Tax Prep Advertising Can Use The Lessons of 2022 To Better Target Audiences In 2023

      Tax Prep Advertising Can Use The Lessons of 2022 To Better Target Audiences In 2023

      The DMS Tax Preparation Survey offers clues for tax preparation advertisers who want to reach consumers with relevant messaging, when and where they are shopping.

      Read Article

    • 3 Strategies To Modernize Lead Generation Campaigns

      3 Strategies To Modernize Lead Generation Campaigns

      Brands can modernize their lead generation strategies with versatile creative, customized plans and personalized re-engagement.

      Read Article

    • What Is A Publisher?

      What Is A Publisher?

      Do you want to understand the best way to reach the right people with the right messages at the right time? Consider partnering with publishers.

      Read Article

    • How To Boost Engagement By Using Video In Emails

      How To Boost Engagement By Using Video In Emails

      Video advertising within email is gaining momentum with brands, aligning with the overall growth of video in advertising.

      Read Article

    • It's Okay To Believe Advertising IRL > Metaverse
      11 months ago

      It's Okay To Believe Advertising IRL > Metaverse

      Metaverse marketing is likely to be a part of future strategies for brands & businesses, but many are taking a “wait and see” approach while relying on the “tried & true,” like performance marketing.

      Read Article

    • Tax Season Marketing Should Target Americans Filing Their Taxes Early To Pay Off Holiday Debt
      about 1 year ago

      Tax Season Marketing Should Target Americans Filing Their Taxes Early To Pay Off Holiday Debt

      Filing taxes early to get refunds is the top way Americans are planning to deal with holiday overspending.

      Read Article

    • Valentine’s Day Advertising Must Reach Shoppers Ready To Take Action
      about 1 year ago

      Valentine’s Day Advertising Must Reach Shoppers Ready To Take Action

      Valentine’s Day is a time for ecommerce brands to reach consumers in the mood for love – and shopping. DMS surveyed 250 adults in January and found that gift giving has extended beyond just couples.

      Read Article

    • Post-Holiday Personal Finance Marketing: What Converts Based On A Recent Consumer Survey
      about 1 year ago

      Post-Holiday Personal Finance Marketing: What Converts Based On A Recent Consumer Survey

      71% of Americans believe they possibly overspent during the holidays. The brands that best engage borrowers by demonstrating how their solutions will deliver quick relief are likely to see success.

      Read Article

    • What Are Data Signals?

      What Are Data Signals?

      Real-time data signals can pinpoint the individual consumers most likely to respond to your advertising when they are ready to take action.

      Read Article

    • The Top 5 Social Media Strategies For Lead Generation

      The Top 5 Social Media Strategies For Lead Generation

      These best practices can help advertisers set up social media campaigns that successfully generate leads while creating ongoing engagement.

      Read Article

    • What Is Real-Time Data?

      What Is Real-Time Data?

      Quality, real-time data helps understand consumer desires and predict future actions, allowing advertisers to get the right message in front of the right person at the right time to encourage action.

      Read Article

    • Consumers Start Holiday Product Searches On Google – Make Sure You Are Easy To Find
      over 1 year ago

      Consumers Start Holiday Product Searches On Google – Make Sure You Are Easy To Find

      To connect with consumers during the early phases of their holiday shopping, advertisers need to make sure their brands are easily discoverable in multiple places on Google.

      Read Article

    Return to Home
    DMS Logo

    Tech-Enabled, Data-Based Performance Advertising

    facebook icon twitter icon linkedin icon instagram icon

    © 2021 Digital Media Solutions, LLC. All Rights Reserved. Digital Media Solutions and its logos are trademarks or registered trademarks of Digital Media Solutions, LLC. All other company and product names referenced herein are the property of their respective owners.

    Digital Performance Advertising

    linkedin icon
    facebook icon
    twitter icon
    instagram icon

    Subscribe To News From DMS


    About DMS
    Toolset Solutions DMS Insurance DMS Performance Ad Market DMS Ecommerce Advertising DMS Consumer Finance DMS Education DMS Managed Services DMS Nonprofit Advertising DMS Subscription Advertising Newsroom DMS Insights Investor Info
    Contact Us
    (877) 236-8632 connect@DMSgroup.com Careers Become A DMS Advertiser Become A DMS Publisher
    DMS Proprietary Technology
    Aimtell Sparkroom ZipQuote
    Logins
    Aimtell Login DMS Exchange Login DMS Performance Ad Market Publisher Login Sparkroom Login ZipQuote Agent Login
    Privacy & Terms
    Privacy Policy Terms and Conditions Code of Conduct

    © 2022 Digital Media Solutions®, Inc. All Rights Reserved. Digital Media Solutions and its logos are trademarks or registered trademarks of Digital Media Solutions, Inc. All other company and product names referenced herein are the property of their respective owners.