Brands are launching empowering products that destigmatize menstruation
Trend - Gen Z-focused brands are launching menstruation-inspired products and campaigns that uplift and empower women, aiming to destigmatize menstruation through wholesome branding and marketing. This helps younger women take more pride in their bodies and not resent the menstruation process.
Insight - Marketing practices for menstruation care products are traditionally subtle, using codewords and drawing attention away from the menstruation process wherever possible. This causes young women to feel ashamed and feel they should resent menstruation. These young women want to be knowledgeable and aware of their bodies while feeling empowered, placing pressure on brands to create more uplifting products that do not shy away from the reality of being a woman experiencing menstruation.
Insight - Marketing practices for menstruation care products are traditionally subtle, using codewords and drawing attention away from the menstruation process wherever possible. This causes young women to feel ashamed and feel they should resent menstruation. These young women want to be knowledgeable and aware of their bodies while feeling empowered, placing pressure on brands to create more uplifting products that do not shy away from the reality of being a woman experiencing menstruation.
Workshop Question - How could your brand reimagine its marketing for younger audiences?
Trend Themes
1. Period Positivity - Brands are launching menstruation-inspired products and campaigns that uplift and empower women. This presents disruptive innovation opportunities to create educational programs and positive messaging around menstruation in the health and wellness industry.
2. Cycle Care - Full cycle care brands such as Fewe offer solutions that target various aspects of menstruation, from pain and sleep to skin and intimate care. This presents disruptive innovation opportunities to create personalized cycle care solutions for women in the health and wellness industry.
3. Wholesome Branding - Period brands such as August rely on playful and wholesome branding strategies to forge closer relationships with their consumer bases and advocate for the normalizing and increasing visibility of menstrual wellbeing. This presents disruptive innovation opportunities to create sustainable and inclusive branding strategies in the beauty and personal care industry.
Industry Implications
1. Health and Wellness - The health and wellness industry presents disruptive innovation opportunities to create educational programs and positive messaging around menstruation, personalized cycle care solutions and sustainable period products.
2. Beauty and Personal Care - The beauty and personal care industry presents disruptive innovation opportunities to create sustainable, inclusive and wholesome branding strategies for period care products.
3. Music and Entertainment - The music and entertainment industry presents disruptive innovation opportunities to collaborate with period care brands and create playlists and events that celebrate menstrual wellbeing and empower women.
