FMCG giant Procter & Gamble (P&G) has launched a range of feminine sanitary care products to Walmart.
Just tampons and pads are free from fragrances, dyes or chlorine bleaching that can irritate the skin.
P&G launched a campaign on social media, Instagram, Facebook and YouTube, with the taglines, “Period blood isn’t the end of the world — it’s just a period” and “A new generation of period products that just work. It’s bloody simple.”
P&G chief brand officer Marc Pritchard told Business Insider in January that “acquiring these DTC brands has helped [the company] to learn new ways to market and retool its brand teams structured to mirror startups”.
“P&G is looking to buy small, niche products with the potential to scale while maintaining the organic appeal that these smaller brands have, according to a source familiar with the company’s strategy. The company is also looking to bring in and build out these brands without making it too obvious that they are P&G brands at a time when big brands are less appealing for consumers,” according to a Digiday report.
This comes after P&G launched recently its shaving products, Joy, at Walmart. It also acquired the feminine care brand, This is L, adding to its existing popular Always and Tampax portfolio. It manufactures feminine sanitary products such as tampons, pads, liners and wipes using organic cotton.