To understand female intimate care market and gauge the level of awareness to suggest GTM

Abstract

The report is to understand the female intimate hygiene market and gauge the current gaps in awareness regarding such products. The motivation behind this is the failure of recent products in the industry and increasing casualties worldwide because of rising complications due to poor female intimate hygiene. The research consists of secondary research as well as primary research. Under the secondary research, we looked at a research paper discussing the requirements of female intimate hygiene. Under the primary research, we conducted four indepth personal interviews followed by a survey form to dive deep into the awareness issue. The awareness of Female Intimate Liquid Hygiene Products seemed very limited to the younger generation, and most of the respondents got to know about the product via word of mouth. The frequency of usage among all the respondents varied. Most of the respondents feel that the product has made a difference, and a different product, apart from regular soap, is required to maintain vaginal hygiene. Companies need to target the customer psyche and try for a more emotional touch. A push from celebrities and the government will further help in spreading the voice. Finally, the products were accessed by the respondents primarily through the online medium. The vulvar floral environment is a self-sustained process, and not much is mentioned about using any particular product to maintain floral stability. A lot of experiments are required in the domain to come up with proper advertisement techniques. The way ahead is more towards generating awareness and lesser towards product innovation.