I thought I understood advertising as a teenager but then I took a semester module in advertising as part of my business degree; my mind was blown a just how much goes into how a brand communicates with both its target market and audience. As with everything, practices evolve and it’s great to see how some big brands and developing new ways to support and engage teens.
Teens and tweens are a sizeable and important segment of the market, with more disposable income than ever but also with a greater voice on essentials, they’re now part of the purchase decision-making process.
One essential for girls and young women is sanitary products. Starting your period is an important time in your life, and should be celebrated but one that can bring worry and social pressure to fit in. I started my periods when I was ten years old – I was the first in my year and remember spending so much time trying to work out what products were best for me (they all looked SO BIG!) and trying to find a way of the products sticking out like a sore thumb in my desk or bag. These things may now seem really inconsequential but at the time they were a big deal.
Lil-Lets is a brand that is demonstrating that they’re not only listening but responding to young teens views and needs. They’ve created their own teen range which is perfect for breaking the stigma around periods.
The introduction of Lil-Lets period starter kits is a great offering, from pastel colours to love-heart style sketches on their packaging it’s designed to appeal to many young girls. whilst it would be great for no girl/young women to feel any embarrassment associated with periods until that time comes the discreet packaging allows individuals to carry around their products without any stigma or extra attention.
The teen pads in the Lil-Lets period starter kits are designed to be smaller and narrower, to reflect the size of their users (remember me saying just how big sanitary products were – this would have been brilliant). However, the smaller size is in no way a compromise when it comes to absorbency, great to know when the reliability of sanitary products is key.
I absolutely love this idea of supporting girls and young women as they approach menstruation. It’s all about reinforcing the message that periods are both natural and empowering, from the beginning, for every single woman regardless of their age.
Disclosure: This is a collaborative post.
