17. (ReAir) Confidence with Christophe Morel

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Show Notes:

In this encore podcast, Jack is joined by Christophe to offer a fresh take on the consumer's need for confidence, and how it drives disposable hygiene market trends.

Exploring the Consumer’s Need for Confidence

According to Christophe, there’s more to a product’s ability to instill confidence than you might think. As article producers, you want your consumers to have confidence (trust) in the performance and safety of your disposable hygiene products and your brand. But there’s another angle to consider: How can diapers, pads, and other products give their users confidence in themselves and increase their freedom to enjoy life? Listen to the full episode to find out.

Outline of the Episode

• [05:09] Consumer confidence in your products and in themselves
• [08:06] How consumer confidence impacts the disposable hygiene industry overall
• [09:50] Expectations differ by age and market
• [10:45] Confidence in your product’s discretion and safety
• [12:12] The impacts of substances of interest, past and present
• [14:30] Three consequences of public conversations about substances of interest
• [17:00] Adult incontinence and the need for discretion
• [20:58] Feminine hygiene products: stigma, discretion, and stay-in-place performance
• [24:39] The role of adhesives in supporting consumer confidence

Resources

You can find Christophe Morel on LinkedIn, or you can leave him a message through our email at [email protected].

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Host: Jack Hughes

Music by Jonathan Boyle

Produced and edited by: Jack Hughes with help from Paul Andrews, Michele Tonkovitz, Emory Churness, Nikki Ackerman, and Green Onion Creative.

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