Wellgold International Inc., distributor of Jeunesse feminine pads, is banking on research and development to gain an advantage amid stiff competition in its sector.
MJ Huang, marketing and administration head of Wellgold International, said that the all-Filipino company allocates about half of its resources for market research and studies.
The insights from these studies help it develop the Jeunesse—French for child—line that it hopes will appeal to the market dominated by multinationals.
“We try to be unique and offer something better to our consumers. We give them more alternatives. We focus on innovation to provide the best comfort to women during the dreaded red days,” she said.
Jeunesse is said to be the first sanitary pad equipped with a special anion strip that reduces feminine discomfort, prevents bacteria and eliminates unwanted odor.
The pads, which have seven layers of protection, come in resealable packages for customers’ convenience.
To date, Jeunesse sells five variants—Ultra day pad, nonwing, ultra night, all night pad and liners.
The all-night pad measures 32 centimeters and all pads use nontoxic glue as back adhesive.
The development of these products resulted from market research.
“The competition is very stiff. This is why we try to understand the needs of Filipino women. We look inside their heads through market research,” she said.
Sales results have been encouraging, suggesting that it has been reading women’s needs right.