Destigmatizing, de-stressing emergency contraceptives
For the longest time, the catch-all phrase for the category that included prophylactics was “family planning,” even though, on the outset it was all about planning to not have a family. At that time, when most condoms were sold behind the pharmacy counter.
Today, that category is more aptly couched as sexual wellness or intimacy health, as it includes other aids that assist in intimacy well-being, namely personal lubricants and personal massagers. The category also includes emergency contraceptives, which as a category generated $340.6 million across U.S. multi-outlets on high single-digit growth for the 52 weeks ended Jan. 28, according to IRI.
Among vendors in the segment is Foundation Consumer Healthcare, which recently purchased Plan B One-Step and two value emergency contraceptive brands from Teva. The company has said a big part of its marketing effort is making the purchase experience less harrowing from several angles.
“Plan B One-Step is committed to both providing education about and removing the stigma associated with the emergency contraception category,” Tara Evans, marketing director for women’s health at Pittsburgh-based Foundation Consumer Healthcare, said. “Not surprisingly, emergency contraception is used by consumers at different points in their lives and for differing reasons. Therefore, we work hard to tailor our communications to resonate with key subgroups within our target audience.”
Foundation Consumer Healthcare said it has helped address the myths and misinformation around emergency contraceptives to ensure that a consumer feels confident and informed when making their purchase.
“Needing emergency contraception shouldn’t be a stressful experience for women, Evans said. And it’s our role, as a leader in the category, to ensure our consumer is supported along her journey with accurate information and easy access to the product.”
Today, that category is more aptly couched as sexual wellness or intimacy health, as it includes other aids that assist in intimacy well-being, namely personal lubricants and personal massagers. The category also includes emergency contraceptives, which as a category generated $340.6 million across U.S. multi-outlets on high single-digit growth for the 52 weeks ended Jan. 28, according to IRI.
Among vendors in the segment is Foundation Consumer Healthcare, which recently purchased Plan B One-Step and two value emergency contraceptive brands from Teva. The company has said a big part of its marketing effort is making the purchase experience less harrowing from several angles.
“Plan B One-Step is committed to both providing education about and removing the stigma associated with the emergency contraception category,” Tara Evans, marketing director for women’s health at Pittsburgh-based Foundation Consumer Healthcare, said. “Not surprisingly, emergency contraception is used by consumers at different points in their lives and for differing reasons. Therefore, we work hard to tailor our communications to resonate with key subgroups within our target audience.”
Foundation Consumer Healthcare said it has helped address the myths and misinformation around emergency contraceptives to ensure that a consumer feels confident and informed when making their purchase.
“Needing emergency contraception shouldn’t be a stressful experience for women, Evans said. And it’s our role, as a leader in the category, to ensure our consumer is supported along her journey with accurate information and easy access to the product.”