Beauty Store Business

MAY 2019

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Page 21 of 51

20 May 2019 | Dan Dalton/ Once confined to an isolated aisle toward the back of the drug store, feminine care has become a lucrative new segment of the beauty industry. By Emilie Branch Femcare's Beauty Makeover F eminine care (or femcare) goes above and beyond typical one-size-fits-all menstruation products, and includes everything from vaginal skin and hair care, to niche, organic tampons, cleansers, period tracker apps and leak- proof underwear. Femcare brand founders have turned the traditional category on its head by rejecting the notion that menstrual protection is just an obligatory inconvenience and are instead repositioning it as integral to self-care. "Consumer thinking about the category is shifting from pure hygiene to holistic health and wellness–and even social justice," explains Jamie Rosenberg, global personal care analyst for trend-research firm Mintel. In order to emphasize that mainstream menstruation brands lack consideration for the well-being of their female consumers, alternative or "green" companies have focused on the risk of health issues such as toxic shock syndrome (a rare but severe bacterial infection caused by tampon usage ) by branding their products as healthier and more sustainable options. This messaging has paid off within the larger marketplace, and especially resonated with Procter & Gamble ( P&G ) , the consumer products giant that earlier this year acquired "This is L.," a brand that produces feminine hygiene products made with natural ingredients. P&G's investment underscored that corporations are willing to bet on alternative feminine products–and for good reason. According to Allied Market Research, the feminine hygiene products market value is expected to reach $42.7 billion by 2022. Femcare in the #MeToo Movement The link between feminism and femcare has also gained traction, as both access to sanitary products and a positive attitude toward menstruation are considered metrics of gender equality. As lower income women and those in

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