Walmart Adds a Digital-Native Period Brand

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Walmart Adds a Digital-Native Period Brand

By Patrycja Malinowska - 09/14/2020

Walmart earlier this year became the exclusive brick-and-mortar retailer for Lola feminine care products.

First launched as a direct-to-consumer subscription offering in 2015, Lola tampons, pads and liners use only organic cotton, eschewing the synthetic fibers, fragrances and dyes commonplace among category leading brands. Lola has amplified this point of differentiation via social media, stoking conversations about periods to build brand awareness. According to TechCrunch, Lola has six times the number of Instagram followers as mainstream brands, and the brand says one in four customers have directly engaged with it via various communication channels.

Lola cofounders Alexandra Friedman and Jordana Kier told Forbes they began discussing a retail partnership with Walmart in 2019. The brand’s tampons, pads and liners rolled out to walmart.com in March and hit shelves in April. A display ad spotted on walmart.com in March touted the products with a “No mystery ingredients” claim. In stores, the products are stocked on a dedicated endcap display positioning the items as “100% organic cotton” or in-line under a header that invites shoppers to “Personalize your period” and “Mix and match to fit your flow.”

Lola’s subscription service lets shoppers customize a box with their own mix of tampon sizes with or without applicators, which can be either cardboard or plastic. It was important to Friedman and Kier to extend this ability to the Walmart partnership as well, according to the Forbes article, so in addition to offering the traditional 36-, 20- and 16-count boxes of product at the retailer, Lola also offers smaller of 14-, 8- and 6-count boxes of products. The brand says 72% of women like to customize their assortment of period products.

A walmart.com brand showcase contains a video of the two founders and boasts the products are “made by women.” The destination also describes the brand’s cause effort donating period products to women in need via longtime nonprofit partner I Support The Girls. A link at the bottom of the site sends visitors to a walmart.com e-commerce page corralling Lola’s full lineup, which also includes other period-related items such as an essential oil blend for cramps as well as sexual wellness products including condoms and lubricant.

Last year, Walmart also became the exclusive brick-and-mortar retailer of Procter & Gamble's new fem care brand Just., which also eschews fragrances, dyes and chlorine bleaching.