“They’ve made a menstrual cup that really is beautiful and chic, which are adjectives I never thought I’d use to describe this kind of product.”Īlthough Revolve hasn’t been shy about embracing nontraditional personal care and wellness products since launching its intimate care section last year-bringing on vibrators and vulva oil to sell alongside hair volumizers-Saalt is the only menstrual cup the retailer will carry for now. The gen z and millennial shoppers are paying attention to the sustainability of the products they are using, which is huge and part of why I believe menstrual cup popularity is growing.” They’ve also done a fantastic job of creating content that makes the decision to switch to a menstrual cup less intimidating. “They’ve made a menstrual cup that really is beautiful and chic, which are adjectives I never thought I’d use to describe this kind of product. “What appealed to us initially about Saalt was the presentation of the product,” says Hansen. Saalt’s Instagram-worthy packaging also factored heavily in Revolve’s decision to pick up the brand. They need something that makes them feel beautiful and womanly, that they are buying themselves a gift.” “Having the right packaging has been key because people understand that we are communicating with them, that this is a product for them,” she says. The insertion, removal, cleaning and general use of Saalt menstrual cups are covered by consumers, with the guidance of the Saalt team.ĭating back to early in the brand’s development, Fawson understood that while education was critical, it had to be paired with elevated packaging to urge Saalt’s target customers to break with the disposable pads and tampons they were accustomed to. “T here’s no such thing as TMI” in the group, emphasizes Fawson. Saalt encourages candid discussion of menstruation and menstrual cup use in a Facebook group dubbed Saalt Cup Academy, where thousands of new and veteran Saalt customers ask and answer often anatomically-specific questions. “There’s so much awareness and education still needed.” Saalt’s menstrual cups come with discreet and stylish reusable bags for easy and sanitary travel. “Cups are just now becoming mainstream,” says Phillips. However, shops that carry menstrual cups still have their work cut out for them when it comes to converting the masses-menstrual cups remain a tiny portion of the multibillion-dollar feminine hygiene category. Saalt has taken a leadership position in promoting menstrual cup education, and that position has been critical to its expansion. People are really hungry to talk about it.” People are keying into the fact that the period is this vital sign, a way to find out if you’re healthy. “ We’re starting to see, especially in the past year, an influencer share their story about using the cup and get riddled with questions. “Two or three years ago, when an influencer would talk about the cup, you’d get a lot of push back or dismissing it out of hand, ‘I’d never try that,’” says the Idaho-based entrepreneur. Saalt co-founder Amber Fawson has witnessed the explosion of menstrual cup awareness and interest here in America firsthand. Validation of the menstrual cup movement from arbiters of cool like Revolve is becoming less necessary by the day: The worldwide market for the sustainable alternative period products is expected to reach $46 million by 2023, up from $38 million last year. As a fashion retailer, they’re giving the cup validation.” “How can you get the word of your brand and period cups out there better than Revolve putting it on their site? It opens up an entirely different world of consumers to us. “Revolve is our dream retailer,” says Stacey Phillips, director of sales at Saalt, who met Revolve beauty buyer Kandice Hansen at IBE LA last month. The fashion and beauty behemoth will be picking up the entire Saalt line of menstrual cups and washes. A year after its launch, Saalt’s stylish period products will be readily available to menstruating Americans with entrances into green beauty subscription service Beauty Heroes, online retailer Uncommon Goods and, as of mid-March, e-commerce giant Revolve.
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