Empowering period campaigns have become a great way for personal care brands to connect with their consumer base while working to destigmatize the conversation revolving around menstruation. In May 2023, period brands continue on this path and a recent example of how these marketing strategies articulate themselves in the public sphere is the Project #BeKind by Natracare, a brand known to be the "creator of the only globally available compostable disposable period products."
The empowering period campaign seeks to "educate and empower consumers to live a non-toxic lifestyle, and make healthy choices for both body and planet." Natracare emphasizes the need for composting our used pads and tampons in particular, citing that "in the United States alone, approximately 12 billion pads and seven billion tampons are discarded each year."
Empowering Period Campaigns
Natracare Launched the Project #Bekind Campaign in May
Trend Themes
1. Empowering Period Campaigns - Period brands are launching campaigns to destigmatize menstruation and connect with their consumer base, presenting opportunities to promote sustainable and eco-friendly options for period products.
2. Non-toxic Lifestyle - Promoting a non-toxic lifestyle to consumers is a current trend in the personal care industry, creating opportunities to develop and market natural, organic, and eco-friendly products.
3. Composting and Waste Reduction - There is a growing trend in promoting composting and waste reduction practices, presenting opportunities for innovation and development of sustainable and eco-friendly solutions for household waste.
Industry Implications
1. Personal Care - The personal care industry can continue to innovate in developing natural, organic, and eco-friendly period products and promoting destigmatization and normalization of menstruation.
2. Consumer Goods - Consumer goods companies can invest in promoting and developing sustainable and eco-friendly products and practices for daily use, including household waste reduction and composting options.
3. Waste Management - The waste management industry can continue to leverage innovation and technology to develop effective and efficient waste reduction and composting solutions, partnering with personal care and consumer goods companies to promote sustainability and waste reduction practices.