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GU will start a new project, GU BODY LAB, to support women’s health, starting on March 8, International Women’s Day. At the same time that we carry out activities to disseminate information on women’s health in collaboration with OMRON HEALTHCARE and MTI (MTI), which operates “LUNALUNA”, we launched water-absorbent shorts, compression stockings, girdles, etc. We entered the women’s care market. Seriously. Entrance to.
Reiko Shiina, Internal Team Leader of GU’s Product Headquarters VCP Division, took the stage at the launch of the new media product that took place on launch day. Regarding the project, she said: “By contributing to the improvement of women’s health literacy, we would like to contribute to the realization of a society in which people can be positive in their own way.”
Among the products launched on March 8, the most notable are the water-absorbent “Triple Guard Shorts” (1,490 yen). It has the function of absorbing about 15 to 20 mL of water, and the crotch part has an antibacterial and deodorant function. The shorts that can be used for water absorption care and the sanitary shorts are available in 5 colors (pink is a color limited to International Women’s Day) and in 4 sizes from S to XL.
Already, as of 2019, brands of water-absorbing shorts were launched one after another, mainly by women entrepreneurs, but the core price range is 3900 to 6900 yen. Although there is a difference in the amount of water absorption, the price of the 1490 yen “Triple Guard Shorts” seems to be overwhelmingly reasonable. Water absorbent shorts are expected to take hold in the market by bringing in people who have felt “I’m interested, but there are still stumbling blocks to buy.” Shiina’s internal team leader also said, “I hope that by making the price easy to pick up, it will be an opportunity for women to think about their own body,” he said. In a questionnaire carried out on 130 monitors, there were responses such as “I was surprised by the absorption capacity” and “I want to transmit this enjoyment to other people”.
Along with the launch, a special booth will be set up at “GU STYLE STUDIO” in Harajuku to present the products and activities of the project. Until the 14th, we will visit the booth to download the official GU app and hold an event to present “Shorts Triple Guard” to the first 200 people (1400 people in total) who answered the questionnaire in the store every day. .
Focus on disseminating information with the goal of “improving women’s health literacy”
The activities of “GU Body Lab” not only refer to the sale of products, but also to the dissemination of information related to women’s health problems. In collaboration with OMRON HEALTHCARE, we will use the knowledge that the company has contributed to women’s health management for a long time in future product development. In July, we received information from “OMRON HEALTHCARE” operated by OMRON HEALTHCARE and “Luna Luna” operated by MTI, and “Female Lifestyle Fact Book” aimed at “improving women’s health literacy.” .
According to an attitude survey conducted by GU in collaboration with OMRON HEALTHCARE and MTI of 5,000 women between the ages of 20 and 40, approximately 87% of women feel changes in their bodies and minds before and during their period. However, Shiina’s internal team leader was surprised that number one (34.4%) responded that they were “not doing anything” as a countermeasure. In response, we came to the conclusion that there is a need to spread awareness about women’s concerns, and we decided to focus not only on selling products but also on disseminating information.
The Femtech Care market is expected to reach 5 trillion yen by 2025 (Source: FEMTECH FORUM2020), and further expansion of the market is expected in the future. Increasing the number of players leads to more options for women. Hope it helps you lead a healthy life.
Yoshie Kawahara – Currently freelance editor / writer after working in sales promotion, public relations and store development at Vibre. In the lingerie field, we have been regularly interviewing the overseas lingerie market for more than 15 years, and we bring the latest information to fashion magazines and trade magazines. In the field of beauty and health, he is in charge of many practical books on natural remedies such as aromatherapy and nail fashion as a writer. Herbal Medicine Coordinator certified by the Japan Medical Herb Association, Aromatherapy Consultant certified by the Japan Ambient Scent Association, Bunka Fashion College Fashion Merchandising Department
