EXECUTIVE SUMMARY DISRUPTIVE TAMPON INNOVATION CLIENT | PLAYTEX GLOBAL CATEGORY INNOVATION | THE FEMCARE INDUSTRY

INNOVATION | THE FIRST “SPORT” TAMPON DESIGNED TO SUPPORT THE RISE IN FEMALE ATHLETICISM. 

ECONOMIC IMPACT | THE #3 SELLING TAMPONS 110 MILLION & GROWING STRONG

SOCIAL AND IMPACT | ELIMINATE TENSION CAUSED BY TAMPON SLIPPAGE AND SPILLAGE

This disruptive innovation example is particularly relevant today because it shows how fabricated brand "purpose"  can result in unintended economic loss, and that the only purpose brands should focus on is solving real human problems and resolving real market tensions .

Playtex hired Girlapproved to help identify a way to combat a rapid loss of market share. Once coveted tampon brands are how having their market share hijacked by cheaper private label brands.  We love this example because Girlapproved didn’t just have to save Playtex from the  real material threat of generic brands, we also had to save Playtex from threats of modern purpose marketing. Nothing tanks a brands reputation faster with the authentic GENZ market than fake purpose.

Unlike the current trend “ of strap on brand purpose “ that has spread through the industry like a plague , we believe the only purpose brands should focus on is how their specific product category can be used to solve organic human needs. Take femcare. In the case of tampons, a tension in the market place was rising due to significant changes in the lifestyle of young females. When tampons were originally ]invented girls were less mobile, less athletic, wore less lycra, and were much less likely to have their legs spread open in a public setting while wearing a body conscious outfit. 

As yoga, karate, soccer, barre, hip hop rose in popularity with girls, the wear and tear on tampons dramatically changed. Sporty girls needed sporty tampons. The need was evident and growing. The opportunity was to do for tampons what Nike did for tennis shoes. Be the #1 tampon for athletic female. Unfortunately Girlapproved was not the only agency on the scene. Following feminist trends - Playtex’s other partners campaigned for the “confidence tampon” or “Be the best you” taproom. and here n lies the problem  Today too many brands are all up in girls business telling her she needs to try more, love more, do more, challenge more, and drive harder against the patriarchy. They consider this effort inspirational, but often it comes off as preachy. 

From the perspective of Girlapproved (and the generation Z market) - we say right back at you brand. Get out of our identity, and go be the best tampon you can be. Since most brand were developed with tools man-alone created - tools that model only 4% of human experience - It is pretty much given that opportunity to evolve exists in every industry, Our advice to brand is - if you want to guarantee growth, stop telling girls to be there best selves and focus on being your best self. If your innovation eliminate her real world struggles, her anxiety will lessen and her confidence grow.

As for the long term social impact -even confident girls don’t enjoy wearing period stained clothes in public. As long as our legs are spread open when we are leaping, jumping, kicking, bending.. it is preferred to do it without a stain.