In a country where television commercials for sanitary napkins still use a blue liquid to demonstrate the absorption capabilities of the product, intimate hygiene products are now beginning to find a place in women’s essential toiletries. In the last couple of years, this niche market has grown significantly, attracting new players like Ozone 1M. Intimate feminine hygiene products is now a Rs 200-250 crore market.
Speaking to exchange4media, Neeta Aggarwal, Chief Marketing Officer, Ozone Group, said that she may have used the word difficult to describe marketing intimate washes to women in India, but that is not the case anymore. “The difficulty so far has been that women have taken the discomfort that comes with menstruation in their stride. However, women are now more open to talking about menstruation. And once they recognise that intimate hygiene is an issue, it will be easier to get them to use products like Ozone 1M,” she said.
Ozone Pharmaceuticals is taking the prescription route to market its intimate hygiene products. “We are in talks with doctors who are prescribing the product to women. In addition, we are also educating women about the need for such products,” revealed Aggarwal. A doctor, she feels, is best placed to educate women about the need for such products, which is the reason why Ozone Pharmaceuticals is focussing on prescription-based marketing. Marketing of products such as those for intimate hygiene requires advertisers to be bold, added Aggarwal.
The company is currently marketing Ozone 1M as a product that women can use during their period while their long-term goal is to impress upon women to make it a habit to use intimate wash and crème products. Aggarwal said that her team was surprised to learn that feminine hygiene products were not in demand in the metros alone. “Our sales team has found that the product is seeing an uptake in places such as Rae Bareli, Una, Gorakhpur, and such smaller towns and cities. In fact, the highest sales are coming in from these geographies and not the metros,” she said.
On the occasion of World Menstrual Day (Sunday May 28) Ozone 1M had launched the #thatsmydate campaign to initiate conversation about menstrual and intimate hygiene and self-care. As part of the campaign, Ozone 1M urged women to share the date of their next period on social media and on a canvas placed at Inner Circle in Connaught Place, New Delhi.