Feminine Care
New Saba Cuidado-V Intimate Care Range
Essity is the market leader in Latin America and the launch of the new Saba Cuidado is another way to further strengthen our consumer offering. The new Saba Cuidado-V Intimate Care range is a line of products specifically designed to care for women’s most delicate intimate area, every day of the month. This launch is the first step into expanding our feminine care brand to daily intimate care in line with our brand vision to become “the leading brand in period care and daily intimate care” and to position our brand as the expert in v-zone intimate care.
Offering and market position
In Feminine Care, Essity offers a broad product portfolio that includes pads, panty liners, tampons, intimate soaps and intimate wipes. Essity is the world’s sixth largest player in the product segment, the third largest in Europe and the market leader in Latin America. A large and growing share of sales is taking place in emerging markets such as Latin America, Russia, Eastern Europe, the Middle East and Asia. Examples of regional brands supported by Essity’s global brand platform include Libresse in the Nordic region, Russia and Malaysia, Bodyform in the UK, Nana in France, the Middle East and North Africa, and Saba and Nosotras in Latin America.
Strategy
Essity’s strategy is to be the fastest growing brand in the feminine care product segment globally and to increase sales while maintaining good profitability. We use innovation to improve customer offerings and broaden the product category with such items as intimate wipes and intimate soaps to increase market share and brand loyalty. The launch of innovative products strengthen Feminine Care’s brands and market positions.
During the year, we launched three innovations, including Discreet tampons under the Nana and Libresse brands and Saba Buenas Noches. Essity’s feminine care brand platform and global advertising campaigns enable Essity to reach more consumers in various geographic markets with the same product improvements. Essity endeavors to remove the taboos surrounding menstruation and promote awareness of hygiene and menstruation. Educational programs are arranged in Latin America, Asia and Europe that aim to educate girls about what happens to their bodies during puberty and when they have their period.
