P&G Rethinks Self-Care with Walmart

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P&G Rethinks Self-Care with Walmart

By Patrycja Malinowska - 06/27/2019

Procter & Gamble has launched a second personal care brand exclusively at Walmart.

Dubbed Just., the feminine care brand spans tampons and pads made without fragrances, dyes or chlorine bleaching. Its launch follows the exclusive debut of Joy shaving products at Walmart earlier this spring.

Both brands are competing in categories where P&G is already a leader. Yet they enjoy a unique positioning that plays down their affiliation with the manufacturer and strays from what has been typical in mainstream media. Marketing efforts for the brands instead cultivate an authentically feminine voice in tune with the body-positive natural movement and its more holistic, inclusive approach to self-care.

Across its standalone website, Instagram and Facebook accounts as well as a YouTube video (see vide0 below), Just. delivers messages such as “Period blood isn’t the end of the world — it’s just a period” and “A new generation of period products that just work. It’s bloody simple.” Sponsored posts and influencer marketing support.

Packaged in bright red and white boxes, in Walmart stores the products are stocked in-line alongside brands such as P&G’s Always, Kimberly-Clark’s U by Kotex (a brand that itself shook up the category when it launched in 2010) and Seventh Generation.

P&G’s legacy feminine care brands continue to serve the manufacturer’s loyal shopper base, while Just. carves out a distinctive space in health and wellness to lure in new users that are growing up with a different dialogue.

The Walmart launches are part of P&G’s response to the growing popularity of direct-to-consumer brands. In February, the manufacturer acquired clean feminine care brand This is L as just the latest in a string of direct-to-consumer brand purchases.

Acquiring these DTC brands has helped P&G learn new ways to market and retool its brand teams structure to mirror startups, chief brand officer Marc Pritchard told Business Insider in January. The manufacturer continues building its DTC portfolio through acquisitions as well as in-house development.

A Digiday report indicated that “P&G is looking to buy small, niche products with the potential to scale while maintaining the organic appeal that these smaller brands have, according to a source familiar with the company’s strategy. The company is also looking to bring in and build out these brands without making it too obvious that they are P&G brands at a time when big brands are less appealing for consumers.”

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