Good opportunities in the intimate sphere

An increasing number of segments and actors appear on the intimate hygiene market. Besides traditional products such as sanitary napkins, pantyliners, incontinence pads, tampons and cotton wool the significance of intimate wash and wipe accessories is growing. Lately pregnancy tests and different vaginal suppositories have started appearing in the category, especially in drugstores and hypermarkets. Confidentiality is crucial in the case of these products, no wonder that women gather information about these products in advance. The intimate wash segment expanded by a couple of percents in 2009. Unilever Hungary introduced its Dove intimate wash gel in July 2004 and sales increased from year to year. Adrienn Vida, Unilever Hungary’s customer operational assistant manager told our magazine that sales grew significantly when they placed the product next to Dove shower gels. GlaxoSmithKline Kft. introduced its Lactacyd Femina Ocean intimate wash gel this May, in a 200 ml version.

Its antibacterial ingredients and pleasant scent protect against bacteria which cause unpleasant odours. Adrienn Ivády, the company’s category&shopper marketing manager informed us that those who buy 200-ml Lactacyd Femina intimate wash or Lactacyd Femina Ocean intimate wash gel products in June-July can win 3 Triumph vouchers in the value of HUF 5,000 every day – if they send an SMS to GlaxoSmithKline. Alveola Kft.’s X-Epil portfolio includes wipes, wash gels, hair removal products and pregnancy tests. They think that educating young consumers is very important as a significant number of people still do not use intimate hygiene products regularly. Recently the company carried out an educational marketing campaign and newborn’s mothers received X-Epil intimo products already in the hospital. Their products are more and more skin friendly, for instance their intimate wipe contains Aloe Vera and camomile extracts too. Mariann Varga, Alveola Kft.’s product manager told us that recently they reduced the price of X-Epil intimo intimate wipe and implemented several promotion campaigns for X-Epil intimo intimate wash gel. Battery operated Wilkinson Quattro for Women Bikini razor and trimmer started its campaign at the end of March, with men and women washing windows in bathing suits on Deák Square. On one side of the product 4 ultra-thin Solingen blades and 2 conditioning strips guarantee silky skin, while on the other there is a waterproof trimmer that can be set to 4 lengths. Bella products have been popular for decades, due to modern production technology and good base materials. Emese Doba-Puskás, the company’s FMCG coordinator told our magazine that they increased sales in 2009, partly because they revised their portfolio partner by partner and developed individual assortments for each. Their parent company, TZMO innovates continuously and this year bella will introduce a premium pantyliner product range to the market.