For more than 20 years, Tom Wilson was responsible for marketing brands like Huggies, Kotex, Depend, Poise, and Pull-Ups. Over time, he learned what consumers were really looking for and what kind of benefits they expected from these types of products.
He says, “For example, whenever a change was made to Huggies diapers, there might be thousands of moms contacting the company about rash and skin health concerns.”
For many, skin sensitivity is a huge concern and when a company is transparent and authentic about their products, they gain trust. Just check out some these stats from a 2015 study conducted by CenterBrain, Inc.
A Cauldron of Chemicals
Go into any big box, supermarket or drugstore today and you’ll find personal care products “are made with chemicals, dyes, inks, strong fragrances, plastics, and more,” all of which help “solve” the issue of absorbency for customers. But at what cost? Modern consumers have begun asking this question, and studies find that “most consumers preferred to purchase brands that offer a real benefit versus private label products that are primarily cost and price driven.”
So Who Offers Real Benefits?
After World War II, Italian company Corman, began making absorbent wound care dressings using cotton. Over time, they expanded operations and as they became better at processing the cotton, they began to make a variety of personal care products. Now they are an international company offering feminine and adult incontinence products like Elyte, which can be found in the U.S.
As Corman became popular, big box stores which shall remain unnamed, wanted to cash in on the cotton craze and began having their personal vendors also make cotton pads. The only difference: the big box stores cotton pads only contained 15% cotton. “As the famous founder of Ogilvy advertising in New York once said, ‘The consumer isn’t stupid. She’s your wife.’”
If you use face wipes, pads and tampons, or adult diapers, you want these products to do their job and hold up to moisture, right? Once company leading the research for this field is Barnhardt Natural Fibers, a Charlotte, NC based cotton converter. When the cotton is taken from the field, it must go through an intense purification process to make it ready to be used for your products. One type of Purified Cotton adds a natural oil back to so that it only absorbs a “prescribed amount of moisture.” What you’re left with is a dry surface touching the skin! This particular type of Purified Cotton adds a natural oil brand of Purified Cotton is called HyDri: an absorbing cotton material free of chemicals.
When polled, more than half of all women said they believed they have sensitive skin. Shouldn’t you treat it with the utmost care?
(This article was adapted from Tom Wilson’s Absorbency and Protection Are No Longer Good Enough which originally appeared in Nonwoven Industries April 2016 issue. )