FINAL CONCEPTUAL STUDY

Holística Íntima

  • Process Review
  • Analysis & Inferences
  • Paths Suggestion

Agenda

Process Review

 "Solutions to improve women's intimate health"

PREVIOUS STUDY: General women's intimate hygienic, wellbeing & healthcare habits  (BR & AR)

Paths Suggestion

Briefing

Research Findings (Qualitative Interviews)

1

2

3

Analysis & Inferences

 Analysis and inference followed a subjective approach by linking survey answers with complementary data.

*The translated survey answers and the complete analysis doc can be accessed here:  https://bit.ly/BOI-KC2

Ideas that seemed to resonate more

  • Keep it balanced /Respect its nature (majorly meaning pH & microbiome);
  • Keep it natural (composition, material);
    • ​Also meaning no-extra, pampering, no-combo of products, etc;
  • Customized/Personalized Care;
    • Sub-item: in harmony w/each phase of the cycle

Attention Points

  • Concern about Medical recommendation/opinion;​
  • Concern about waste production;
  • Concern about the "excess of products" and/or the idea that "need to use a combination to make it work";
  • Concern about practicality on the daily rush;
  • Concern about propagation of "sexist or obsolete" ideas;
    • Body shaming (example:​ masking the natural vaginal smell, period shame)
    • "Such thing would never be proposed to men"
    • Idea of women being "super-delicate/fragile"

Inferences

  • BE CAREFUL TO DON’T PASS AS OFFENSIVE OR OBSOLETE;​

 All the next inferences are detailed and illustrated by survey quotes and complementary data in the Inference doc

Inference Doc accessible here

This type of solution reminds me of recent news about a German startup, made up of men, which suggested a type of glove for discreet disposal of tampons. It received funding but, OBVIOUSLY, it was not well accepted anywhere.

Inferences

  • ATTENTION TO FEMINISM;

Everything connected with my identity as a woman strengthens me and makes me feel good, and this proposal gives me an idea of strength.

  • SUSTAINABILITY AND THE ENVIRONMENT (VIDE NATURA BRAND);

Pads are potentially polluting to nature. A great option would be to make them more sustainable, reducing their decomposition time, and stopping using plastics.

Inferences

  • EXCESSIVE AMOUNT OF PRODUCTS AND RESPECT THE NATURAL ODOURS;

I don't think it's necessary to have so many products to have a healthy intimate area.

  • MORE NATURAL PRODUCTS;​

What calls my attention the most is the use of natural ingredients, as I do not use intimate soap for fear of unbalancing the PH of my vagina, but something more natural would bring me security.

Inferences

  • PRACTICALITY

It makes it seem so difficult to have a clean intimate area... 3 steps?!?!

  • IMPORTANCE OF MEDICAL OPINION IN THE FEMALE HEALTH

I'm not a big fan of industrialized products to regulate the intimate area without a prescription.

I think it's important to maintain a routine of care and visits by a gynecologist so that we can make sure that our intimate region is okay (...).

Inferences

  • CUSTOMIZATION OF PRODUCTS

I really liked it for being a more personalized thing, as well as each person's body works in different ways, this type of service can bring a more satisfied customer with the purchase that will be more “you”.

  • DIGITAL ASSESSMENT SEEMS INTERESTING  ​​(BUT THERE ARE A LOT OF CONCERNS ABOUT THE MEDICAL OPINION AND THE IDEA OF DIAGNOSIS)

I really like the possibility of there being a way to assess what kind of product meets my needs, but I don't like how the sentence is written, it seems I'm going to take an online gynecological exam. What will be done is a needs assessment and not a laboratory diagnosis.”

Inferences

  • LINERS/DAILY PROTECTORS: FACILITATES ROUTINE Vs. HARM INTIMATE HEALTH

Daily protectors I use very little, almost never, as it stifles the area and later makes me have problems with my intimate health, I avoid using these daily protectors as much as possible.”

  • PRODUCTS IN HARMONY WITH THE PHASES OF THE CYCLE

I like the ad for care in harmony with the cycle, as during our fertile period and menstruation, the ph changes and this idea of specific care in all our phases is very interesting.

The product ranking questions were important to extract lines of thinking and quotes.

But, inference about the products of choice/rejection became inconclusive as the people repertoires are just filled by their nowadays options and so,  consumers abstractions about other possibilities of the same products turned out limited.

Paths Suggestion

Suggestion made by the analysis team from the data collected & processed. 

Approach

  • Line of products with composition as natural as possible;
  • Line of products that produces less waste than the rest of the market;
  • Line of standalone "allies" super practical products ;
    • ​Avoid the idea of needing to combine products to make it work;
    • Avoid "MKT of shaming, lacking or fear";
    • Use "Reinforce/Nourish what you already have";
    • Goes with your day;

Ideas

 

  • Customized care based on phases of the cycle;
    • Avoid customized care to "solve problems"
  • Digital Assessment as a way of education about intimate care (and cycle phases);
    • Avoid diagnosis or any "treatment" or care recommendation;
  • Visual ID breaking the "feminine-fragile-soft-pink" imagery
    • ​Reinforce nature, highlight composition, embrace cycle;
      • ​If reduced waste, highlight also that.

Extra Strategies

 

  • Here there is an opportunity to lead a movement (as Dove led the "Real Beauty");
    • A new line of products and/or brand that "exposes" the market and position itself as the new "counterculture" solution;
    • Women's ally in a movement of embracing their nature;
    • Self but social (as millennium): integrate this movement with a digital layer of content, solutions, events, actions;

Extra Strategies

 

  • Pads/liners/wipes are trendily being perceived as great waste generators. So, there is another opportunity here;
    • ​As said, reduce waste generation seems a good differentiation strategy (revise package and material);

    • Also, as cancelling the environmental footprint of these disposable products seems really hard, another extra strategy idea (fast to apply) Support, with part of the profit of this specific line/brand, some Biome protection institution ;

Extra Strategies

 

  • Strategy concept : "Save brazilian biome while you keep your microbiome safe"
  • How to support an institution while making people feel part of it:
    • Define a % of profit or another metric of growth
    • ​Create a "counter" of positive impact that follows this metric (trees planted, hectares saved, animals taken care, etc)

Extra Strategies

 

Final Suggestions

As said before, the market finds itself at a crossroad now. In moments like this, emerges what is called the "innovation window", a risky position to incumbents and an opportunity to new entrants.

The paths suggested here, together with the inferences made, may help to guide the development of new competitive offers (product, service and also system), disrupting and leading a new frontier of the women intimate market. ​ 

One of the fundamental premises of the modern field of consumer behavior is that people often buy products not for what they do, but for what they mean.

-Consumer Behavior: Buying, Having, and Being; Solomon, M.; 2008

Thank you!

Gabriella Martins

hi@werkbund.club

www.werkbund.club

BOI-KC Analysis & Inferences 2 (Survey)

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BOI-KC Analysis & Inferences 2 (Survey)

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