A look at how brands including Womaness, Kindbody and Bayer are employing products, campaigns and community to destigmatize women’s health.
Forum, Wendy Liebmann, chief executive officer and chief shopper at WSL Strategic Retail, led a discussion on the future of women’s health. Panelists included Kelly Fanning, general manager, United States pain, cardio and dermatology at Bayer Consumer Health; Michelle Jacobs, chief operating officer and cofounder of menopause solutions brand Womaness, and Dr. Fahimeh Sasan, chief innovation officer and founding physician at fertility clinic and platform Kindbody.
For example, according to Fanning, a big part of Bayer’s mission has been teaching menstruators that periods should not be extremely painful and that they are able to take medications like Midol to ease symptoms, even before they become severe. The brand has seen this sentiment ring true especially with younger generations.space, what menstruators are really gravitating towards is, it doesn’t need to be that bad.
In an effort to shift this, accessible education drives the brand — for Womaness, this comes through on the website with a “Community” tab where women can chat with each other, and a “Learn” tab with educational material, a quiz to find the right products and a newsletter. “We’re literally on the street corners,” said Sasan. “We intentionally built our clinics on a retail level where people work and play because it was imperative that we brought the conversation out into the open because one out of six adults experiences fertility issues in the United States.”
This also looks like bold and clear products that directly state the use cases, such as Womaness’ Me.No.Pause supplement, $47, which outlines hot flashes, night sweats, memory, focus and calm and sex drive as its targets. According to Jacobs, this type of messaging has been successful at acquiring new customers and driving sales.
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