Case Study: Launch of Washable, Absorbent Underwear on a Direct-to-Consumer (DTC) Platform

As time goes by, retail progresses faster and faster, so how does Essity keep up? This case study outlines how the leading global hygiene and health company has utilized the idea to bring its washable, absorbent underwear to market in six European countries – from the decision to launch the Direct-to-Consumer (DTC) business model in late 2020, to a first sale and delivery just six months later. The DTC model is helping Essity to not only learn and improve quickly but also to provide the best sustainable hygiene products and consumer experience to a growing audience of environmentally conscious women and girls. We discuss how the DTC model started to change the market and how Essity joined several smaller, innovative brands to populate a new eCommerce world, where quick decisions, experience and data are all-important. Today, in contrast to as little as 10 years ago, a brand’s relevance and success relies on an excellent consumer experience, from order to delivery, as much as product and performance. We will dig into how consumer engagement and data insights are necessary tools for success. See how the DTC model allows Essity to test, innovate and change, while connecting with the women and girls we’re passionate about supporting, through social media, online reviews and other feedback channels. In addition, launching DTC has not all been smooth sailing. We reveal the challenges Essity faced using DTC and how we overcame them. Plus, we look toward our future with next steps and innovation.