Pharmacists and their staff are in a perfect position to provide education on changes sufferers can make to their lifestyle and diet

With steady growth of 3.5 per cent expected in the global women's health market, we look at the latest campaigns, product releases and clinical trials leveraging the category in UK pharmacies

We raised concerns in February that 39 per cent of women were embarrassed to ask their pharmacist about intimate conditions, while 56 per cent turn to the web for answers. This is an area that that intimate brands are readily addressing both on the airwaves and in pharmacy.

Bayer’s Canesten hold s a 73 per cent share of the £45.9 million 'thrush gynae' market. This market position has been bolstered by the recent launches of Canesfresh washes (August 2014) and wipes, and Canesintima moisturiser (December 2014). Bayer ran a heavyweight ‘Get Comfortable’ TV campaign in the spring and it returns to television until the end of August. The campaign (for Canesten Duo) aims to generate awareness of thrush, says Renata Miklos, group brand manager of women’s intimate health at Bayer: “Our market research tells us that whilst (young) women are familiar with general health concerns, managing their intimate health is another matter altogether. These women are actually confused about the causes of thrush and how best to treat it, but importantly they are looking for a quick and convenient solution,” she explains.

Encouraging self-selection

Cristina Borsa, senior brand manager for women’s intimate health at Bayer, adds that women prefer self-selecting in store to avoid embarrassment. “Creating a specific in-store women’s intimate health category and sitting it within the GSL self-selection area enables customers to quickly and easily select the product most suited to their needs, thus minimising discomfort,” she explains. “Direct customer engagement is of course an ideal opportunity for pharmacists and counter assistants to help understand their customers’ intimate health needs and recommend solutions, particularly if they are unsure what product may be suitable for them.”

The makers of new a treatment for thrush and bacterial vaginosis (BV), SASS Rescue Me Intimate pH Balance Serum, are currently campaigning to "change the way the world views intimate care". The serum was launched in Boots in mid-March this year and distribution is being extended into pharmacies.

"Ensuring independent pharmacies join us on this mission will be key," says Mark Curry, founder of SASS. "We are a start-up business and are just talking to some partners who can help us have conversations with partner pharmacies and enable modern women to take active control of their intimate health and beauty in local pharmacies.”

Another high profile BV treatment, Balance Activ, has been breaking taboos recently by organising National BV Day on April 16, backed by a PR campaign and coverage in the Mail Online, Huffington Post and The Independent.

Technical marketing manager for Balance Activ, Talia Stokes, explains: “Although BV is one of the most common female health conditions in the UK, awareness levels are low. Many women who start experiencing symptoms often assume it’s thrush and purchase the wrong treatment. BV can have very serious implications, so it’s important that women obtain accurate diagnoses and are pointed towards the right treatment."

Addressing adult incontinence

Procter & Gamble research recently highlighted that adult incontinence (AI) is the fastest growing category within the health and beauty sector. Up to one in three women in the UK suffer from bladder sensitivity.

P&G is targeting this market sector with products for AI, including pads, pants and liners. Its brand manager for Always and Tampax, Christina Turner, says that pharmacies play a crucial role in breaking the AI taboo: “As pharmacies offer one-on-one consultancy, they are in a favourable situation to start the conversation on AI with their customers and discreetly find out about the specific nature of their condition. The Always Discreet range for sensitive bladder offers solutions for every type of AI, putting pharmacists in a strong position to recommend the product that can be right for each individual case.”

SCA's Tena Lady, the UK’s 'number one' bladder weakness brand, launched a new three million pound marketing campaign for 2015 to challenge bladder weakness taboos.

The Never Be Afraid to Laugh campaign targets the 50 per cent of women who are afraid to laugh out loud in public due to incontinence. Brand manager Rachael Sumner says the campaign is all about giving women greater confidence: "We know that women’s laughs are unique, so Tena Lady work hard to develop innovative purpose-made products that are suited to individual requirements for the very best security and protection.”

Tena is also running an on-pack competition closing on July 31, with iPad Air prize draws. Shoppers can enter at www.tenaladywin.co.uk with a reference from a promotional pack.

New pampering products

RB UK increased its offering in the women's health and beauty category with the January launch of some new pampering products – the Veet Natural Inspirations hair removal range and the Scholl Velvet Smooth Diamond Express Pedi.

The Veet Natural Inspirations range, which includes hair removal creams, wax strips and the Easy Wax Starter Kit waxing system, is RB’s response to demand for personal care products with natural ingredients.

Jerome Lemaire, RB UK’s marketing director, explains: “The launch of Veet Natural Inspirations is hugely exciting because we are now expanding our range to appeal to those consumers who are looking for highly efficacious products which harness the benefits of ingredients of natural origin.”

The Scholl Velvet Smooth Diamond Express Pedi gadget and refills, which has been available in general distribution since March, follows the successful spring 2014 launch of the complimentary foot care range. The new 'Pedi' is being backed by a £3m TV campaign throughout the summer and during the build-up to Christmas.

New supplements for women

Cleanmarine Krill Oil for Women was released in March to prevent "the most common psychological and physical symptoms" of premenstrual syndrome. The active ingredient, krill oil, contains eicosapentaenoic acid and DHA docosahexaenoic omega-3 essential fatty acids, soy isoflavones, rosemary oil and vitamin D.

Cleanmarine fared well in clinical trials at the University of Birmingham in 2013 when tested by 29 women over 90 days. At the end of the three months there was a 70 per cent improvement in symptoms.

Symprove launched a new IBS probiotic drink, available in a four-bottle pack, in September 2014. Recent trials saw an improvement in IBS symptoms in 60 per cent of sufferers within a 12-week period.

"Pharmacists and their staff are in a perfect position to provide education on changes sufferers can make to their lifestyle and diet and we know from our research that many sufferers head straight for their local pharmacist for advice," explains Symprove’s brand manager Debbie Clayton. "We have developed POS material to help pharmacy staff interact with customers on the specific benefits of Symprove and hope to continue working closely with pharmacists as the success of Symprove grows.”

Lady Prelox, a new natural supplement to improve sexual function was released in the UK in February 2014. The active ingredients include French pine bark extract (pycnogenol), rosehip extract and amino acids l-arginine and l-citrulline.

In a recent double-blind placebo-controlled study conducted at the University of Sofia, 80 peri-menopausal women aged 40- 50 were given four Lady Prelox tablets a day for eight weeks. As well as experiencing an improvement in sexual function, climacteric symptoms like hot flushes, night sweats, sleep problems, irritability, depression and mental focus were improved.

Rasmus Henriksen, national sales manager at Pharma Nord, which distributes Lady Prelox in the UK, says: “Pharmacists are in a good position to help women suffering from menopausal symptoms as many are looking for natural support to improve symptoms.”