The CPG Guys

Building An Authentic Feminine Care Brand with Lola's Monica Belsito

July 20, 2022 Peter V.S. Bond & Sri Rajagopalan Season 1 Episode 218
The CPG Guys
Building An Authentic Feminine Care Brand with Lola's Monica Belsito
Show Notes

The CPG Guys, PVSB and Sri are joined in this episode by Monica Belsito, Chief Marketing Officer at Lola, the first lifelong brand for reproductive health. They’re dedicated to providing consumers with an ever-expanding portfolio of trusted products and candid information for you to make deliberate decisions about your reproductive health. From your first period to your last hot flash (and beyond!), we’ve got you covered.

Founded and led by women, LOLA is on a mission to reshape the conversation around our reproductive health and set a higher standard for ingredient transparency in our personal care products.

LOLA offers period and sexual wellness products made with premium ingredients like 100% organic cotton. Subscribe to get LOLA delivered on your schedule or choose products à la carte. We even let you customize your assortment of tampons and pads. Because you know your body best.

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Monica answers these questions:

1) It would be helpful for you to walk us through some of the pivotal points in your career: moving from a scaled multi-brand manufacturer at Colgate-Palmolive to a digitally-native startup DSG? What was exciting, what took adjustment? And ultimately, what drew you to Lola?
2) Would you please walk us through the unmet need in the market that Lola was seeking to address in its product portfolio? What is the origin story of the brand?
3) What are the overarching marketing messages you use to attract shoppers? How do you go about developing your marketing strategy? Is user feedback a core resource to informing your marketing plan?
4) Would you share with us what your primary marketing mix elements are and what are your leading customer acquisition sources?
5) DSC targeted value-focused shoppers that were frustrated with the cost structure of the shaving needs category. Is Lola’s target audience more niche and, if so, how does that influence your marketing strategy?
6) In addition to your DTC site, you also sell Lola via Amazon & What does your channel mix look like and how do you invest in marketing against each?
7) How does Amazon Ads & Walmart Connect play into your channel marketing plan? Are you doing it directly or are you using any Amazon & Walmart agencies or 3rd party ad management platforms?
8) Where are you looking to innovate with Lola to grow your business? Should we expect you to move into other retail channels in short order?

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