L-R clockwise. Leon Bailey-Green (editor, Upper Clash), Farah Kabir (co-founder, Hanx), Stelios Pardalakis (founder, Stellar Search), Claire Muir (commercial director, Seko Logistics), Adam Knight (co-founder, Tong Digital), Sarah Welsh (co-founder, Hanx), St.John Pearce-Burke (founder, TOTM), Will Kennedy (co-founder, Sons).
RETAIL COMMERCE DISCUSSION, Episode 6
Building Trust As A Challenger Brand
In Femcare & Mencare
In this episode we delve into building trust with consumers as challenger brands in the femcare and mencare space. Brands such as Hanx, Sons and TOTM are part of a new wave of emerging businesses challenging established brands and practices in wellness and health.
Sexual wellness brand Hanx, founded by Farah Kabir and Dr Sarah Welsh, targets women – who are thought to make 40% of all condom purchases. As well as building a direct-to-consumer community and sales channel, the brand is stocked by retailers including Boots and Superdrug. Growing the brand through online advertising has come with challenges, as Farah explained “Instagram and Facebook have banned over 100 pieces of our creative”, all because of the sexually related nature of the product.
Men’s hair loss treatment brand Sons is pushing consumers towards prevention over cure with regards to male pattern baldness. The brand blurs the line between retail and service, offering tailored subscription based product deliveries with medical support. It’s relatively early days for the brand, which launched early 2020, after being conceived two years earlier. Of working with micro influencers founder Will Kennedy say “that has worked very well for us.”
Organic period care brand TOTM is one of many challenger brands taking on the mainstream feminine care product players. Founder St.John Pearce-Burke explains his early move into the category saying “When we started doing this there was nobody else in the space in the US, UK or Europe.” The brand has established a footprint across retail with stockists including Superdrug, Tesco, Ocado and Urban Outfitters, as well as it’s own direct-to-consumer channel. A recent crowdfund saw the business raise £800,000 over its £500,000 target.
Farah, Sarah, Will and St.John were joined by Stelios Pardalakis, Claire Muir and Adam Knight for this discussion hosted by Upper Clash director and editor Leon Bailey-Green.
As consumers increasingly search Google and YouTube with health related questions, Stelios, from marketing agency Stellar Search, offered tips for content creation and ranking.
With sustainability being a bigger consideration for challenger brands Claire Muir, from Seko Logistics, revealed the eco friendly packaging material brands are increasingly opting for.
The market for feminine hygiene products is growing in China, according to Adam Knight at China market experts Tong Digital, but for femcare brands the region has its many challenges.
Embracing competition in consumer health retail – 1 Minute 44 Seconds.
Understanding global consumer differences (US and China) – 1 Minute 40 Seconds.
Using medical experts to build trust – 2 Minutes 14 Seconds.
TV, Influencer and PR campaigns – 1 Minute 58 Seconds.
Evaluating the use of paper, plastics and bio-plastics – 1 Minute 41 Seconds.
The Long Edit – 23 Minutes 41 Seconds.