New Delhi: Paree has always been promoting progressive and open dialogue to address the real issues related to menstrual hygiene. Be it rashes, heavy flow, or conversation with the family, we have always believed in normalizing the conversation around menstruation. Keeping this thought in mind, Paree launched the digital campaign #APadThatBreathes with Kusha Kapila and other influencers to introduce the newest addition to its premium product range – Paree Prima Sanitary Pads and Pantyliners through creative and humorous content.
As a part of the campaign, the videos by Kusha Kapila and other influencers a step forward in creating walkability on the most important aspect of the sanitary pad- its breathability. It further highlights the benefits of comfort and confidence that Paree PRIMA will offer. These ultra-soft and super-absorbent sanitary pads are equipped to offer a breathable and carefree period, owing to its one-of-a-kind moisture management technology. The innovative breathable technology ensures a fresh, light, and sweat & infection-free experience even during heavy flow days.
Speaking on the launch, Sahil Dharia, Founder, CEO, Soothe Healthcare said, “We are a women-centric brand, who understands her hygiene needs. Paree’s brand proposition has always been of HEAVY FLOW CHAMPION and with this launch, we want to focus on the premium offering giving her a gentle and irritation-free experience. To launch Paree Prima we took the route of wit and humor to open the dialogue on the importance of her needs and features that women look for in the product. Through this campaign, our call to action for women is to provide them with the pad which lets them breathe and keeps them fresh at all times.”
Commenting on the association with Kusha Kapila, Samta Datta, General Manager, Marketing said, “Launching premium products during a pandemic, especially with severe restrictions around, can demand marketing to start with innovative thinking. With Paree Prima launch, we intend to break the culture of silence in the category with a touch of humor. An intimate & funny glimpse of the period blues is the kind of content that our TG will engage on their phones today”
Paree Prima is a perfect offering during summers as we often feel itchy and suffer from rashes during our heavy flow days. The product comes with an additional ADL strip to provide even absorption keeping you dry for longer. The packaging being a mono carton comes with a biodegradable pouch so that pad can be disposed off in an environmentally safe way.
Paree Prima is available in XL and XXL priced at INR 269 and INR 299 respectively. These products are exclusively available on NYKKA, AMAZON, FLIPKART & PURPLE.