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CONTEXT - Your First Period: Navigating New Norms
Your first period is a mix of uncertainty, a whirlwind of questions, and a big dose of "What the heck is going on?" While parents may cover the basics of menstruation, they often hand down their own preferences in menstrual products without considering the array of choices available. Many teens are left to fend for themselves, selecting products in a trial-and-error fashion. Add to this the challenge of managing body changes while at school—constantly worried about leaks and whether your period product will hold up through the day.

SOLUTION - Breaking Stereotypes with Bold Packaging
To address these concerns, Bodyform extended its line of washable underwear with the Bodyform Period Pants specifically designed for teenagers. This new addition available in DTC and in retail, targets two distinct groups: the teens themselves and the parents who are likely purchasing the products. The product comes in a sticker-themed pack, featuring bold call-outs such as "No leaks, complete protection" inside a blood droplet, "Full coverage," "Soft & breathable," and "3x pads worth." These stickers are designed to provide function with a healthy dose of confident irreverence, ensuring the packaging stands out and speaks directly to the needs of its audience.

In a market often dominated by overly cute designs featuring pretty bows and cutesy flowers, Bodyform aims to stand out. The company has rejected these stereotypes and opted for packaging that speaks boldly and confidently to both teenagers and their parents. The design embodies the energetic and somewhat chaotic communication style of Gen Z, all while proudly highlighting the benefits of the product.

A Marketing Strategy that Celebrates Confidence - The creative strategy behind Bodyform Period Pants is simple yet effective: celebrate the period without shame or embarrassment. The approach is to elevate the essential benefits of the product in a fun and engaging way, ensuring that the message resonates with young users who value authenticity and directness.

RESULTS
The launch of Bodyform Period Pants for teens has significantly impacted growth across the whole washable underwear collection without cannibalising the adult ranges increasing sales by 14% following the introduction of the new range. Additionally, the product has enhanced the brand's perceived superiority in the market, altering how consumers view Bodyform in comparison to its competitors.