Better For People And The Planet

Senior brand manager at TOM Organics, Janine Chamley, has worked across a range of marketing, category, and innovation roles for many of New Zealand’s leading brands, including Fonterra, Z Energy, Cerebos Gregg’s, and Goodman Fielder.

Janine Chamley Senior Brand Manager TOM ORGANIC

However, Chamley is now the New Zealand Personal Care for Essity lead, responsible across period and incontinence brands, including Libra, TENA and TOM Organic.

Chamley said shoppers were making more conscious product choices to suit their specific flow and needs.

“Although early habits stick for a long time, life changes like pregnancy and peri-menopause can lead to shoppers reevaluating what is right for them,” said Simultaneously this has created growth opportunities for brands such as TOM Organic and products such as reusable

Period products tend to be habitual purchases, with consumers needing to be well-stocked to avoid the pain and frustration of running out. Chamley continued that disposable formats, such as pads, tampons, and liners, are still preferred by consumers, accounting for over 90 percent of total sales as they are convenient and trusted performance options that consumers are well-aware of.

“The move to reusable products such as period underwear is a slow evolution as shoppers adapt their behaviour and find out what works best for them.”

The early stages of the pandemic saw shoppers stock up on period products due to anxiety of running out. The pandemic did not overall impact shoppers’ product choices. Innovative new brands, education, and advertising have driven sustainable brands and options. Consumers have become more knowledgeable and have begun looking more closely at what they use for such a constant and intimate need.

“The explosion of non-traditional period products in supermarkets has been a huge shift.”

Retailers’ encouragement and the creation of broadened availability of sustainable products such as cups and period underwear have had a significant impact. TOM Organic has gained national distribution through all supermarkets and pharmacy channels, which has been very positive for the brand and something of which it is proud.

Chamley continued that conversations and attitudes towards women’s health and periods have evolved over the last decade, with more transparent, open conversations being held at the earlier stages of puberty through the introduction of free period products in schools throughout New Zealand.

Emerging conversations regarding conscious choices about the materials and type of products to suit individual flow needs are important and positive changes in attitude towards women’s health and period care.

“We’re also seeing an evolution in the language around the category as we move to be more inclusive and ensure access to period products for all people who have periods. As the population ages, it’s great to see how we’re seeing more conversations around peri-menopause and the impact on overall women’s health and their menstrual cycle.”

TOM Organic offers a broad range, including traditional options such as liners, tampons, and pads to cups, and period underwear, allowing consumers to make the right choice for their bodies and their flow.

TOM Organic’s ethos revolves around enabling people to make a conscious choice and educate themselves on their total cycle and how they feel about organic and sustainable alternatives.

“Where some brands focus on a particular product type, TOM offers the full scope of period products, which we believe is a great model and one we’re proud of.”

Sustainability is at the core of the TOM Organic brand and the foundation that it was created. The brand is consistently searching for ways to deliver products that are better for people and the planet. That includes offering one-of-a-kind microwave sterilisers so people can choose a reusable menstrual cup, which Chamely added lasts up to five years, or ensuring that the cotton the brand uses is sourced organically.

“Another key factor is our choice around manufacturing. We’ve brought much of our