Brands destigmatise feminine hygiene

By Jessica Smith 15 : 05 : 2017 Beauty : Wellness : Branding

Global – A wave of straight-talking, chemical-free and design-savvy brands are challenging the taboo around feminine hygiene.

The feminine hygiene industry, beset by lazy marketing euphemisms and a lack of innovation, has been slow to progress. In a bid to destigmatise the market, a wave of brands are moving away from traditional sexualised typologies and offering luxurious, straight-talking branding and all-natural products.

Unsatisfied with the chemical-laden options available to women looking to maintain good vaginal health and weary of the shame associated with the topic, Lo Bosworth founded Love Wellness, a range of all-natural feminine hygiene products. ‘Why can’t we elevate the experience of being a woman and take care of our bodies in a way that is enjoyable rather than embarrassing?’ she asks.

The Big Picture

When it comes to marketing feminine hygiene products, it can be tempting to use euphemisms, but in the age of Bare-it-all Branding, brands are increasingly moving away from traditional sexualised typologies
In a market that is predicted to grow 4.83% year on year until 2021, it is important to create products that stand out. Going all-natural and creating a range of non-toxic products will ensure that your brand has a competitive edge. For more, see our latest microtrend