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

    Digital Advertising Industry News

    1. Home
    2. Digital Advertising News
    3. Period Product Marketing Can Be Positivity-Focused, Shame-Free And Effective At Scaling Sales

    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.

    • 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.

    Other content in this Stream

    • 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

    • Getting Started With Push Marketing
      almost 2 years ago

      Getting Started With Push Marketing

      Learn how to get started with web push notifications, including how to install, how to collect subscribers and what data is tracked.

      Read Article

    • 3 Innovative & Reassuring Email Marketing Campaigns Driving Higher Education Interest
      almost 2 years ago

      3 Innovative & Reassuring Email Marketing Campaigns Driving Higher Education Interest

      As application season nears, some higher education institutions around the country are deploying email marketing campaigns offering positive and tailored solutions to address concerns some incoming st

      Read Article

    • CPG Brands Prioritize Engagement & Data Collection Alongside Brand Awareness & Sales
      almost 2 years ago

      CPG Brands Prioritize Engagement & Data Collection Alongside Brand Awareness & Sales

      CPG brands are getting increasingly innovative, implementing mobile-first campaigns and technology like AR that encourages consumers to engage and take action.

      Read Article

    • What Is Push Marketing, And How Can It Enhance Audience Engagement?
      almost 2 years ago

      What Is Push Marketing, And How Can It Enhance Audience Engagement?

      Learn more about what push marketing is and how it can help bolster existing marketing efforts to better connect with consumers.

      Read Article

    • How Publishers Can Leverage Push Marketing To Grow, Engage & Monetize Website Traffic
      almost 2 years ago

      How Publishers Can Leverage Push Marketing To Grow, Engage & Monetize Website Traffic

      Push marketing is a valuable resource for publishers that can help re-engage audiences, increase site traffic, improve on-site ad performance and provide additional monetization opportunities.

      Read Article

    • Wedding Registries Say “I Do” To Lifetime Customers With The Help Of Web Push Notifications
      almost 2 years ago

      Wedding Registries Say “I Do” To Lifetime Customers With The Help Of Web Push Notifications

      Retailers offering wedding registries can engage consumers with web push notifications to deepen connections and help increase their lifetime value.

      Read Article

    • How The Makeup & Beauty Industry Can Attract More Customers As Mask Mandates Decline
      almost 2 years ago

      How The Makeup & Beauty Industry Can Attract More Customers As Mask Mandates Decline

      Beauty brands celebrate online growth with partnerships, new product launches, strategic partnerships and digital advertising strategies that appeal to consumers.

      Read Article

    • What Weight Loss Advertisers Should Do Now That Pinterest Has Banned Weight Loss Ads
      almost 2 years ago

      What Weight Loss Advertisers Should Do Now That Pinterest Has Banned Weight Loss Ads

      Pinterest announced it is banning weight loss ads from its platform, continuing Pinterest’s push towards a positive environment for users and advertisers.

      Read Article

    • Is Push Marketing Right For My Website?
      almost 2 years ago

      Is Push Marketing Right For My Website?

      Push marketing can be a solid addition to a digital marketing strategy with its ability to boost performance across verticals, amplify existing marketing efforts and support monetization opportunities

      Read Article

    • As Auto Insurance Rates Rise, Refined Customer Acquisition Strategies Support Growth
      almost 2 years ago

      As Auto Insurance Rates Rise, Refined Customer Acquisition Strategies Support Growth

      As auto insurance premiums rise, advertisers must be transparent and reach consumers at the right moment with promotions and options.

      Read Article

    • Restaurants Can Scale Customer Acquisition With Loyalty & Reward Programs
      almost 2 years ago

      Restaurants Can Scale Customer Acquisition With Loyalty & Reward Programs

      Fast food and QSR loyalty and rewards programs can offer an array of benefits, including customer acquisition and retention.

      Read Article

    • How Publishers Can Scale Monetization Efforts Using Push Marketing
      almost 2 years ago

      How Publishers Can Scale Monetization Efforts Using Push Marketing

      Publishers can expand monetization efforts by engaging in push marketing and deploying monetized push notifications that engage audiences on desktop and mobile devices.

      Read Article

    • 8 Reasons Digital Advertisers Should Deploy Automated Web Push Notifications
      almost 2 years ago

      8 Reasons Digital Advertisers Should Deploy Automated Web Push Notifications

      Advertisers can save time and scale marketing efforts with automated push marketing campaigns. These automated campaigns can retarget consumers at different phases of the buyer’s journey.

      Read Article

    • What Is TikTok Jump?
      almost 2 years ago

      What Is TikTok Jump?

      TikTok Jump will welcome third-party providers to help build upon the content that creators can currently share with users.

      Read Article

    • The Marketing Of Houseplants Must Tap Into Today’s Lifestyle Trends
      almost 2 years ago

      The Marketing Of Houseplants Must Tap Into Today’s Lifestyle Trends

      Houseplant collecting is very hot right now, and brands are reaching consumers across channels with promotions, subscriptions and social media strategies.

      Read Article

    • Restaurants Should Advertise To Diners Both For Takeout & In-Person Dining
      almost 2 years ago

      Restaurants Should Advertise To Diners Both For Takeout & In-Person Dining

      As the country reopens, restaurants, including quick-serve restaurants and fast casual dining, are deploying digital strategies to engage hungry diners.

      Read Article

    • What Are The Best Times To Post On Social Media?

      What Are The Best Times To Post On Social Media?

      As consumers continue to utilize social media for news, product discovery and connectivity, brands & advertisers must adjust their strategies to increase user engagement and activity across platforms.

      Read Article

    • How Roofing Companies Can Scale Customer Acquisition With Digital Advertising
      almost 2 years ago

      How Roofing Companies Can Scale Customer Acquisition With Digital Advertising

      Roofing companies need to be visible when consumers are on the hunt.

      Read Article

    • 6 Ways To Re-Engage Ecommerce Consumers With Web Push Notifications
      almost 2 years ago

      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.

      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.