Disrupting the Sexual Wellness Market: Lola’s Quality and Transparent Approach
Lola Disrupts the Sexual Wellness Market With Quality and Transparency
In a multi-century industry that’s been mostly unregulated, LOLA is disrupting the market with quality and transparency. They’ve opened up the menstrual conversation, ended tampon taxes and only use gynecologist-approved ingredients.
They’ve also built community through their online content and a loyalty program. This loyalty has led to customer retention and brand advocacy.
Subscription-based
After launching its hero tampons, Lola expanded its line with sexual wellness products like condoms, personal lubricant, and cleansing wipes. These products are now a significant percentage of their overall sales, and they’re growing rapidly. The company is able to offer these new items because it already has the customer data from its initial launch.
Founded by Jordana Kier and Alex Friedman, Lola is a period care brand that offers a subscription-based delivery service for feminine hygiene products. The company’s products include tampons, pads, liners, and cups, and it also sells lubricants and probiotics. The company’s tampons are organic and free of chemicals.
The startup recently launched an annual membership program that gives subscribers free shipping, 2X reward points, and first access to new products. This model appeals to customers who prioritize natural and safe feminine care products and support feminist values. It’s a great way to drive brand loyalty and recurring revenue. In addition, the company’s gynecologists are available to answer questions and provide advice.
At-home testing
Lola’s feminine hygiene products have always been sold on subscription, but the company recently introduced new sexual wellness products. These include condoms, personal lubricant and cleansing wipes. The addition of these products has helped the company increase overall sales by 37%.
The company also has a blog with sexual health content, written by the team and women’s health experts. It has also launched a 50-page sexual wellness guide that provides information on everything from anatomy to how to talk about sex with your partner.
These services offer a range of STI tests, including for chlamydia, herpes simplex virus 2, genital warts, gonorrhea and syphilis. These tests are usually available through Planned Parenthood on a sliding fee scale and may be covered by some insurance plans. The at-home testing models are intended to reduce stigma and make STI tests more accessible to individuals. Some of these services also offer telemedicine consultations with healthcare providers who can help treat and manage STIs.
Community
As a direct-to-consumer brand, LOLA has built a community around its products by giving back and promoting healthy body image. In addition to its high-quality cotton tampons, LOLA recently launched a sexual wellness kit and guide. The kit includes condoms, lube, and cleansing wipes, as well as a guide to sexual wellness. Kier and Friedman say the guide covers all the topics they wish they’d had when they were younger, from basic info on safe sex to pleasure-based questions like foreplay and masturbation.
To support this mission, LOLA has partnered with DoorDash to deliver period, sexual wellness, and personal care products on-demand. It has also teamed up with advocacy group Period Equity to fight the “tampon tax,” which charges women extra for their menstrual products. In addition, it has created a limited-edition On-the-Go Period Kit with tampons and pads in a Dagne Dover bag. This partnership will be featured across Lola’s social and digital channels.
Eco-friendly
Feminine care is a big business, and companies are cropping up to make it more eco-friendly. These include subscription companies like Le Parcel, which ships chocolate with tampons; organic competitors like Cora and Jessica Alba’s The Honest Company; and reusable menstrual cups like the Diva Cup. However, women-owned LOLA stands out from its competition with an emphasis on transparency and a focus on community.
The brand recently expanded into sexual wellness with SEX by Lola, which includes condoms and lubricant. This new line has already helped boost the brand’s overall sales.
The kit is available for subscription, and features five ultra thin condoms, gynecologist-approved lubricant, cleansing wipes, and an on-the-go carrying pouch. The wipes are made from bamboo soaked in purified water and contain no irritant additives, making them perfect for sensitive areas. The packaging is also recyclable and biodegradable, making it a great addition to the green beauty space. Lola’s commitment to ending the tampon tax and supporting feminist values are additional factors that set it apart from its competitors.