“I’m not loyal to a brand.” Even though I wasn’t talking out loud, I felt the expression form on my face: Disgust. I was sitting at my computer reading articles on women’s health. That particular article was a sleeper, but that bit woke me up. “Most consumers usually prefer not to take risks in trying out new products or brands when it comes to beauty and hygiene and tend to stick to one or two brands for a lifetime.” A lifetime?! I re-read it and then, naturally, I googled it. Brand loyalty is intense to say the least – and in no market is that description truer than with feminine hygiene. It’s not just the “vast majority” of women either. Me too. I thought about it… and replayed in my mind the hundreds of times I stood at “the shelf” and reached for… Always. I always buy Always.
(Now I’m going to deliberately misinterpret the original meaning of the phrase “money talks”, but I believe it is every bit as true). Money talks, folks! The moment I paid for my feminine hygiene products every month, my cash went straight to the “big man” (in my case, Proctor & Gamble) and told him that I was as loyal as ever – along with other details like my personal habits, preferences and the type of marketing that is most effective on me. Basically … my money “sold me out”. Ha!
But really – why?
Okay, so Proctor & Gamble knows how to market to me, personally (and very effectively too, might I add) because my money told them how. Why did it work? Here is the real clincher: it worked because I (oh-so-foolishly) bought into the brand competition itself. The mainstream nature of disposable pads & tampons and the overwhelming tide of advertising that goes along with them bring most women to the same shelf in the supermarket – believing that is where their best options are found. We believe that shelf is the best (if not only) place to buy the most … effective, clean, sanitary, simple, non-icky, foolproof, discrete, tidy, hush-hush…solutions.
No Sacrifices Necessary.
There are better ways to manage your feminine hygiene needs ladies! Some of you may already know this – but, statistically speaking, the majority of you are in the place I was: completely unaware of the many (vastly superior) options available. I don’t mean that you have to sacrifice your personal comfort for the greater good. I really do mean better!
What we need are products that: absorb well, keep us feeling dry, are discrete, convenient, comfortable, soft and hypoallergenic. Cloth pad makers (such as the team at Blushing Bluebird Essentials) don’t have billion-dollar marketing budgets to tell you that our products do all those things – without compromising your health or the planet. It’s up to you. Take the chance. Take the time. Take care of you.