The article discusses how Thinx, a feminine hygiene brand, successfully innovated in a market hampered by taboos surrounding menstruation. Through provocative marketing strategies, Thinx transformed societal discomfort into a powerful branding advantage. Harvard Business School's Professor Rembrand Koning reflects on this unique approach in his case study, highlighting the challenges and opportunities that arise from breaking the silence around menstrual care. The discussion also emphasizes the broader implications of addressing taboo topics in business innovation.
Historically, why has there been so little innovation in the feminine hygiene market? This subject can be hard to talk about. ... Taboos have really shaped the economics of this industry.
Thinx turned the taboo around menstruation into a strategic advantage with provocative marketing that generated buzz around their innovative product.
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