WHO KNEW THAT FEMININE HYGIENE COULD BE COOL OR EDGY?
Apparently, a lot of retailers and consumers. The result is that more merchants — from the likes of such trendy retailers as Urban Outfitters and Anthropologie to traditional mass retailers — are carrying feminine hygiene products to both satisfy consumer demand and build stronger ties with female consumers. The results have been a steady increase in product innovation, price points and, fortunately, profits for all involved.
According to David SalazarManaging Editor at Drug Store News and Store Brands Magazine Natural Focus Feminine care consumers are looking for safer products. “Women are more concerned than ever about not only the safety of the products they are using and putting into their bodies, but also the long-term effects of these products,” said Deeannah Seymour, CEO and founder of pH-D Feminine Health in Nashville, Tenn.
Retailers have responded by adding alternatives. “You walk down the feminine care aisle of most retailers and see options that didn’t exist two or three years ago,” Seymour said. “Providing safer options is great for everyone.”
Consumers are looking for natural options because they are concerned about chemicals in sanitary pads and other products. Holistic well-being is one filter in their purchase decisions, said Chit Itchon, head of marketing for the feminine care business unit at Shelton, Conn.-based Edgewell Personal Care. “They are looking for products that are safer for them and the environment, heightening concern on ingredient sourcing and processing.”
Retailers have embraced the trend, Itchon said, by including these items in their assortments. “They also continually encourage manufacturers to be more transparent with product claims and formulations.”
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