In September, we wrote about collaborations focused on a topic not often represented in licensing, namely menopause. Another area of women’s health that has rarely been spoken of in the licensing business, but is starting to emerge as a viable area for partnership: menstruation.
A handful of IP owners have recently entered the “period wear” segment, which consists of underwear, athletic wear, and other apparel that makes it possible for women to stay clean and comfortable in everyday activities and participate in sports without worry during their monthly cycle. Period wear is also a more sustainable and lower-cost option than feminine products, since the pieces are reusable after washing and there is no waste from pads or tampons.
Some examples of recent initiatives in this space:
- In March, Puma paired with Modibodi for a range of leak-free, odor-free period underwear and activewear, which launched in May. Modibodi has a proprietary technology that includes a soft, moisture-wicking merino wool top layer, a quick-drying middle layer of absorbent microfiber, and a third layer of waterproof protection. A charity tie-in with Women Win as part of the partnership gave a bundle of five briefs to 500 girls and women in need. The collection includes several styles of underwear, along with leggings and biker shorts.
- In September, Saudi Arabian designer Nasiba Hafiz paired with feminine products brand Always for a heat-resistant Not Hot Collection that helped women stay cool during their periods, even in the hot Saudi Arabian weather, by keeping moisture away from their skin. The pieces utilized Cool & Dry performance fabric that incorporated mini-perforations, similar to the surface of the Always Cool & Dry pad. Pieces included colorful dresses with bike shorts underneath, driving gloves, and other items, all with the cooling technology.
- In late 2020, celebrity stylist Karla Welch debuted her range of affordable and inclusively sized period underwear through a new venture she co-founded, The Period Company. The assortment, which began with six pieces, can be worn for a full day without changing. The company pays the sales tax for customers who live in states where tax is charged on feminine care products.
- In an early example, back in fall of 2019, actress Ilana Glazer paired with Thinx for the Thinx x Ilana Glazer Crimson Collection of period underwear in several styles. Representing the first celebrity collaboration for Thinx, the inclusively sized collection added a new red hue to Thinx’ line and was noted for styling that was meant to make women feel attractive at a time when they often do not feel that way. The products were supported by an advertising campaign focused on monthly self-care.
This segment is still emerging as an opportunity for licensing and collaboration deals. Further growth is likely ahead, especially as the big activewear companies such as Puma and Adidas get involved in the sector, along with established specialty players.
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