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In Feminine Care, Essity offers a broad product portfolio that includes pads, panty liners, tampons, intimate soaps and intimate wipes. Essity is the world’s sixth largest player within the product segment and the third largest in Europe. Essity is the market leader in Latin America.
A large and growing share of Essity’s sales takes place in emerging markets such as Latin America, Russia, Eastern Europe, the Middle East and Asia. Examples of regional brands supported by Essity’s global brand platform include Libresse in the Nordic region, Russia and Malaysia, Bodyform in the United Kingdom, Nana in France, the Middle East and North Africa, and Saba and Nosotras in Latin America.
Essity’s strategy is to be the fastest growing brand within the product segment Feminine Care globally and to increase sales while maintaining good profitability. Essity uses innovation to improve customer offerings and broaden the product category with such items as intimate wipes and intimate soaps to increase market share and brand loyalty. Essity’s feminine care brand platform and global advertising campaigns enable Essity to reach more consumers in various geographic markets with the same product improvements. Essity endeavors to break the taboos surrounding menstruation and promote awareness of hygiene and menstruation. Educational programs are arranged in Latin America, Asia and Europe that aim to educate girls about what happens to their bodies during puberty and when they have their period.