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At the time, underwear brands were marketing based on the health and environmental benefits of their products. But after a class-action lawsuit alleging the use of toxic chemicals was settled, experts question whether it can regain customer trust.
Thinx found that when an independent third party discovered many products containing polyfluoroalkyl substances (PFAS), underwear brands during that period falsely marketed their products as free of harmful chemicals. settled a $5 million class action lawsuit after a customer accused him of ”, and silver nanoparticles.
Exposure to “forever chemicals” (so called because the chemicals take up to 1,000 years to break down) not only affects reproductive health and child development, but is also linked to cancer. I’m here.
“The presence of these chemicals contradicts all of Thinx’s enduring statements that its products are non-toxic, harmless, sustainable, organic, environmentally friendly and safe for women and the environment.” plaintiff argued in the lawsuit.
However, this is not the first time that personal hygiene products intended for menstruating people have been shown to have adverse health effects.Tampons were linked to toxic shock syndrome in the 1980s.
“This settlement shows that Thinx’s millennial pink was just a glossy veneer,” says Charlotte Parks-Taylor, co-owner and chief strategy officer at agency Cream. “Women’s health and well-being were never a priority and never seem to have been properly scrutinized. It was another brand that sought to profit from our insecurities and the shame of the times, albeit by inciting a collective revolution rather than a certain quiet embarrassment.
Superunion UK CEO Holly Maguire has similarly criticized brands for misleading consumers. “Toxic shock syndrome, which many people were exposed to in the 80s, is still in the memory of many, so references to ‘lifelong toxic chemicals’ have deep and pernicious relevance within this category. .
“A premium, ethically positioned product like this should hold to higher standards. There’s a reason menstruation is called a ‘curse.’ As society continues to stigmatize, companies continue to profit from the shame and vulnerability of menstruating people. ”
Combined with a series of concerns about the safety of Thinx’s products, the lawsuit may call into question other purpose-driven efforts. His partner Bill Alberti, managing his team at Interbrand Human His Truth, says consumers are smarter than ever and more conscious about the health of the planet and themselves. “If this issue hits both sides, the impact goes far beyond reconciliation and is at the heart of brand reputation,” he warns.
“This is a sector that has been under intense scrutiny. Tonally, brands often feel distant from their core customers, making it difficult to balance sustainability and convenience in this category. It was a disappointment, especially for a brand that seems to be committed to doing damage.”
While it is admitted that Thinx’s marketers may not have been aware of the chemicals used in their products (the agencies involved are probably less well-known), experts believe that this says it should be a signal for brands and agencies to re-evaluate their roles and responsibilities around communications. Request better.
“We should all strive to use advertising as a soft tool for positive social change, not as a mask for irresponsible brands to hide behind,” adds Park-Taylor. .
Furthermore, Nilesha Chauvet, Managing Director of Good Agency, said this is a warning to brands to pay attention to the high standards of the upcoming younger generation. “Post-pandemic susceptibility to greenwashing has never been higher. Generation Y, once stigmatized as ‘slacktivists’ and ‘snowflakes’, is maturing and socially responsible.
“They are no longer just seen as digital commentators. They are now routine activists, using their purchasing power and influence to demand change they believe is sorely needed. Furthermore, 44% of Gen Z in the UK are actively searching for information about a company’s climate change policies and practices.”
U-turn in marketing
Whether Thinx can return to the hearts and wallets of its customers depends on how it calculates its next move. “Trust is the foundation of brand value and a key driver of purchase intent,” continues Chauvet. “We are particularly at risk during crises, but we can be strengthened by the way we deal with crises.”
Michela Graci, a strategic partner at Coley Porter Bell, urges Thinx to use its marketing efforts to act quickly, take responsibility, tackle difficult conversations, and connect with affected consumers. “This includes leading conversations with transparency, demonstrating accountability, what you’ve discovered about what caused the problem, what you’re doing to fix it, and what you’re doing to make sure it doesn’t happen again.” It involves sharing what you do,” she says. “Speaking with a real human voice also helps.”
However, Alberti believes the lawsuit has caused so much damage, both internally and externally, that Thinx will have to rebuild from the bottom up. together”.
he said: Thinx has taken quite a beating and should not shy away from the hard work required to fix it. Future communications should be more open and transparent. It’s a lesson for all brands out there that telling an honest message is the only way forward and that if you try to make unsubstantiated claims you’ll get caught. ”
Chauvet believes Thinx will need to carefully consider the tone of its marketing around health and environmental credentials going forward. “Consumers who care deeply about the environment are right to feel betrayed and may never forgive, especially if they have paid top dollar in a cost-of-living crisis for a product they thought was safe. If
“Unless Thinx can stand up to the allegations, I would advise against yelling and getting in your usual tone of voice and cocky attitude. Apologize, admit shortcomings, be humble, show brands are learning from experience and, of course, profit through clearly responsible product innovation.In other words, do better. Please give me.”
If brands can learn anything from the turmoil caused by Thinx’s failure, it’s that menstrual health and sustainability issues are personal and important to customers in this space. “If you’re in this space, women just want the bloody truth,” says Chauvet.
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