How D2C has Given a Boost to the Feminine Hygiene Care Brands
How D2C has Given a Boost to the Feminine Hygiene Care Brands

Direct-To-Consumer (D2C) brands are businesses that straightforwardly reach the end customer through a combination of their own online and offline channels, with the majority of them also having a presence on big e-commerce marketplaces such as Amazon and Flipkart. Several D2C brands have sprung up in India in recent years, disrupting both conventional and online retailers. New-age digital companies are discovering novel ways to meet customer needs that large larger players have overlooked.

There has almost certainly never been a better time in India to launch a direct-to-consumer (D2C) feminine hygiene care brand. Customers are steadily exploring a slew of new products, boosting the development prospects of feminine health care, thanks to the availability of low-cost smartphones, the proliferation of the internet, and, most importantly, menstrual hygiene awareness.

In India, menstruation is shrouded in secrecy compounded by shame and cultural taboos, resulting in an estimated 23 percent of girls dropping out of school when they begin menstruating. In such a situation, the availability, accessibility, acceptability, and affordability of feminine hygiene products are even more critical within or near every household, health or educational institution, public institution and place, and workplace.

Many women entrepreneurs are taking up the gigantic task by redefine the traditional way of menstruating by assisting women in making an eco-friendly switch after recognizing the limitations of conventional plastic pads. They are offering an array of 100 percent safe biodegradable hygiene products from anti-microbial reusable cloth pads, natural cotton sanitary pads, 100 percent organic period wear wash, menstrual cup and wash, anti-bacterial soothing intimate care wipes, and organic cotton pantyliners.

Aside from being safe for the skin, D2C feminine hygiene products are well positioned to tell an engaging story across all three key aspects of customization, customer feedback, and supporting a clear cause – all of which are important factors in building trust. These brands are predominantly digital-first; however, many have ventured into the offline space and are attempting to establish an omnichannel presence. D2C models are increasingly outperforming traditional marketplaces since they enable the direct relationship between clients and brands, allowing for product improvement, innovation, and enhanced customer experiences.

Here is how D2C gave a boost to the feminine hygiene care brands:

Personalized and Subscription Deals - Since each period is distinctive to a woman, D2C brands can clearly recognize each customer’s interest and create specific deals to drive purchasing decisions with a data-driven strategy. Brands can make recommendations and tailor deals based on previous purchases, preferences, shopping behavior, and demographics. The D2C subscription service model also delivers shoppers with a more convenient, personalized, and cost-effective way to buy what they need on a regular basis. Not only does the service empower women, but it also makes the hygiene ritual more manageable and effective.

Customization of the Products - Product customization is essential for meeting diverse customer requirements and assisting a large customer base in a meaningful and more personalized manner. D2C enables feminine hygiene care brands to design their products to meet the needs of specific groups of women. Customization allows brands to have multiple versions, shapes, and sizes of the same product. Customization, therefore, is a strong business practice since it makes customers satisfied, and satisfied customers are regular customers.

Real-time Support - To create awareness regarding menstruation and support informed customers’ choices many female hygiene brands have pivoted all their efforts to D2C. This not only helps in building a credible brand but also enables feminine hygiene care brands to create a support system of medical experts who can better guide the end customer. Before making a purchase, most customers prefer to have a comprehensive knowledge of the product. As a result, real-time conversations with experts to answer their questions are certain to make a big difference for a brand.

More Opportunities to Innovate - When it comes to selling, most retailers adhere to a set standard. They frequently avoid selling new female products that have no record of success in being a ‘hot-selling’ product. D2C, on the other hand, enables businesses to roll out new products on a smaller scale, evaluate with specific populations, and collect feedback. Feminine hygiene care brands can comprehend what their customers desire, produce what sells, and strengthen what is in demand.

Lead Generation - Direct interaction with clients during every phase of the purchasing process, including after sales, enables the gathering of their email addresses, location, profiles on social media buying interests, and more. Understanding about consumer purchasing habits enables businesses to improve existing products and, in some cases, develop new products. Also, by collecting details and contact information from prospects while taking them through a conversational journey, D2C brands can get a higher chance of improving lead generation and follow-ups.

Increased Control Over Brand Messaging - Conventionally brands have little authority over their offerings in the traditional manufacturer-retailer relationship. While brands have control over packaging as well as other advertising strategies, as soon as the item is carried over to retailers, they don’t have the power to influence sales, build relationships with consumers, or collect data. Brands may spend a considerable amount of money on marketing, but retailers are inevitably responsible for presenting the product to the buyer.D2C enables feminine hygiene care brands to develop a voice that resonates with menstruating women in order to build a product/space for women by women.

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