Brands empower teens

Whether it is through marketing campaigns or product innovation, makers of feminine hygiene products are striving to empower females and ensure that their menstrual cycles never stand in the way of certain activities.

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According to IRI, sales of sanitary napkins and liners increased 1.6% during the 52 weeks ended April 19 at total U.S. multi-outlets. During the same period, sales of tampons increased 1.3%.



Looking to bring some excitement and new innovation to the category and further connect with women — especially today’s younger girls — manufacturers are not resting on their laurels.



One example is Procter & Gamble’s Tampax tampon brand, which recently introduced the new Tampax Pocket Pearl, a pocket-sized option of Tampax Pearl for on-the-go girls who want stylish protection that fits right in the palms of their hands. The new Pocket Pearl was developed with the help of a panel of teen girls.



On the outside, Tampax Pocket Pearl is taking period protection in a new stylish direction with four wrapper designs that were cocreated by teen girls with a passion for fashion. They decided on new looks based on the latest pattern, color, graphic and runway trends.



Energizer Personal Care’s Playtex Sport has teamed up with Broadway, film and television actress Keke Palmer to encourage girls to find the fitness activity or sport that is right for them to positively impact not only their year ahead, but also their futures.



Palmer will support the launch of New Playtex Sport Ultra-Thin Pads, Body Shape Panty Liners and Combo Packs. With the introduction of Playtex Sport Ultra-Thin Pads and Liners, women now have a variety of feminine care options designed with innovative technology, including thin and flexible FlexFit design that twists and turns with the body, OdorShield technology that neutralizes odors before they start, and Qwik-Dry technology that quickly pulls in fluid and wicks moisture away.



Then there’s Diva International’s Diva Cup, a reusable menstrual cup. The brand not only encourages its users to share their “DivaCup stories” via social media and friends, but also features the “DivaBlog” on its site.



To build consumer awareness and satisfy growing consumer demand for both the DivaCup and its DivaWash, Diva International has planned their most robust advertising in 2015, with a planned marketing spend of $3 million. Diva International will also continue retailer-specific “geo-targeted” advertising to drive customers to participating retailers.