“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.
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