At a time of unprecedented openness about practically any topic, certain aspects of women’s health are still shrouded in mystery and taboo. This includes the topics of menstruation and menopause.
Despite being normal (and healthy!) physical functions, menstruation and menopause haven’t entirely broken into mainstream discussions. As a result, plenty of women feel awkward when they’re on their period or experiencing menopause-related side effects.
In fact, according to a recent YouGov poll, more than half of women reported feeling embarrassed about having their periods. In another survey published in the Journal of Women’s Health, 82.7% of female respondents said they’d been stigmatized because of their menopause symptoms.
These are troubling statistics for many reasons, not the least of which is that about half the population menstruates. However, one founder has successfully launched a company aimed at erasing the shame and taboo of women’s health through innovative products.
An intimates brand on a pro-period mission
Knix offers an impressive lineup of attractive intimates, leisure wear, shapewear, and swimwear. But there’s more to these pieces than meets the eye. All of Knix’s products are designed to help menstruate people navigate the different people who menstruatestages of their lives (and their periods) in unique ways.
Take Knix’s collection of signature Leakproof panties. These aren’t your average intimates. Yes, they’re visually appealing but also functional pieces created to make women feel comfortable and confident. Why? Each pair of underwear is equipped with absorbent layers to help prevent leakage. Yet you’d never know that these panties were anything but stylish.<
Steps to normalizing a societal taboo
Due to its strong belief in supporting an unmet need among women, Knix is achieving success as it seeks to normalize periods as an everyday topic and not a taboo. To its credit, the company is popular among women from all demographics, backgrounds, and experiences. Knix is quickly becoming the go-to brand for everyday period essentials, from up-and-coming musicians and well-known athletes to everyday consumers.
However, it’s important to remember that Knix’s over-decade-long growth hasn’t happened accidentally. Knix isn’t just known for its assortment of innovative garments; the brand has also expanded its popularity through its creative, thought-provoking marketing campaigns. Those approaches have been punctuated by a few key principles that can work for other companies (including yours).
1. You may have to name and claim your niche
Want to gain attention quickly but worried because you’re in an elbow-to-elbow industry? Then, you’d be wise to position your brand in a way never seen before.
For example, the women’s undergarment space is crowded. To break in, Knix had to differentiate itself radically. It’s done that by focusing on not just selling clothing but also promoting its overarching corporate mission.
Knix has defined itself by identifying and serving an underserved niche. This classic branding move has helped the company avoid getting lost in the broader, noisy underwear marketplace.
2. You need a community to thrive
Social proof is the name of the marketing game these days. If you’re not visible (and loud) on social media, you will find it hard to gain traction, especially with busy consumers. At the same time, you need to operate with complete transparency. When consumers know “the real you” (as a brand,) they have more reason to find out more about your products or services.
One thing’s been clear from the beginning: Knix isn’t afraid to own its voice and talk about “untouchable” subjects with candor, humor, and heart. This philosophy has allowed the company to break out on social media with a strong, calm, and unapologetic personality.
Being radically unabashed on social media has brought attention to the Knix brand. It’s also given women the opportunity to align themselves with a company advocating for their needs. Over the years, frank conversations and messaging have allowed Knix to achieve 574K followers on Instagram.
3. Your next customer segment is waiting to be discovered
If you haven’t discussed other customer demographics you could be serving, now’s the time to have it with the rest of your marketing team. And you don’t necessarily have to invent something new. Merely tweaking your offerings (or messaging) can improve your relevance with a new audience.
This has happened with Knix. Knix launched the first-period underwear brand for tweens and teens a few years ago. Now, the company is expanding the period discussion into women’s midlife perimenopause journeys. They haven’t changed what they do but updated their consumer dialogues to embrace untapped customer subsets.
Be open to thinking differently about whatever you sell. You may realize that a whole new pool of customers is just waiting to hear what you can do for them.
Do you want your company to be known as a changemaker and trendsetter? Learn from Knix. You may have to start tearing down barriers and rattling a few traditions to be a powerhouse. And if you market your company authentically and purposefully, you could begin to thrive, too.
