Researching the (D2C subscription) period care industry
and making mental notes for me, you and everyone else who is slightly interested
PSA: I’m researching and writing a report for a period care brand. So instead of the newsletter full of jolly goodness, this is a newsletter with “oh that’s nice to know” and “wtf-ness” while researching the period care/D2C industry. If you’re not interested - just delete it and send me a virtual hug.
Sharing is caring. And why would I keep all the gems I find online to myself? Right.
Is it just me
Or do all direct-to-consumer brands look the same these days?
The obvious, but then again, sugar is bad for you and I’m still gnawing on cookies and ice cream
This very simple step-by-step article on how to roll out your own D2C business. Actually, these are nice for everyone who is working in a business and responsible for marketing/branding/sales.
Some are straightforward, but a nudge every now and then is good. In bold what I like.
Identify an everyday item, make it affordable
Focus product and marketing efforts on your customer’s pain points
Develop a subscription-based model
Simplify choice - choice overload is a thing.
Take a content-first approach
Offer easy, no-fee returns
Use (celebrity) influencers
Incentivize customers to spread the word (referrals)
Create a viral video
Create a virtual experience — this one, in my opinion, is not necessary, it’s a nice to have
Use micro-influencers — I like these more than the celebrity influencers, nowadays they’re overuse (the celebrity influencers). My dad, on the other hand, definitely a micro-influencer.
Ask customers to make content
Implement an aggressive SEO campaign - always. I still wonder sometimes why companies don’t focus on this more. It’s free. I’m Dutch, I love free.
Disrupt social media with infographics and memes - memes yes, infographics only when it’s sexy
Deliver end-to-end customer experience
Start or join a community - a definite yes anno 2021. Check out Greg Isenberg’s “Unbundling of Reddit” on the opportunity of finding trending communities and “capitalizing” on those.
Facebook marketing - definitely for restaurants. Wow. I’ve recently started testing on my parent’s restaurant and the ROAS (the revenue you make per € spent on Facebook ads) is bomb hovering between 30-40 (aka there’s a €30-40 return on every euro spent on Facebook ads) (normal roas is less than 10, more between 2-3 for most internet companies)
Instagram Ads - see above
Youtube ads
Utilize fulfilment companies
Go headless and reach consumers everywhere
I’m ashamed to say this
But I never realized that tampons and pads had plastics in them. Or I was too ignorant to realize.
Cotton is one of the world’s most chemically-treated products
Chemical treatment = bad
It can lead to cancer
Pads & tampons are made of cotton
“Normal” industry tampon and pads brands are made from chemically treated cotton
Your everyday tampons and pads can increase chances on (ovary) cancer
Wow. The realization took a while, but it has hit me full-blown right now.
As the Dutch say “Goedkoop is duurkoop”. And cheap period care definitely has hit me right in the face with all its long-term risks.
I also made this amazing discovery
Period blood is apparently a really good.. fertiliser. Next time you want to throw it away, think again and “feed” your plants. Yes, this definitely was a #wtf for me 🤯.
