Strategic Battlefield
Full market overview by Benefit Space & Occasion
Last updated: -
P&G Only
Total Market SKUs
-
P&G Share
-
Benefit \ Occasion
Regular Day
Heavy Day
Night / Sleep
Natural & Eco
Sensitive & Skin
High Performance
Core (Ultra)
Basic (Maxi)
| Country | Brand | Line | Product Name | Benefit Space | Flow | Pack Size | Retailer | Image |
|---|
What Consumers Are Searching For
Bubble size = Search volume intensity • Position = Category relevance
Top Consumer Search Terms
What women in France are searching for
Search Interest by Country
Market Reality Radar
Consumer Demand (Search Vol)
Brand Execution
Demand / Supply Analysis
Where consumer interest exceeds market offering
Strategic Opportunity Matrix
X: Consumer Demand • Y: Market Supply • Size: Market Volume (SKUs)
| Country | Brand | Line | Product Name | Benefit Space | Flow | Pack Size | Retailer | Image |
|---|
| Country | Brand | Line | Product Name | Benefit Space | Flow | Pack Size | Retailer | Image |
|---|
Filters
|
Data Preview
Showing 0 products
Columns:
12
| Country | Brand | Line | Product Name | Benefit Space | Flow Level | Pack Size | Retailer | Price (€) | Image |
|---|---|---|---|---|---|---|---|---|---|
| Click "Preview Data" to load filtered products | |||||||||
Total Opportunities
ⓘ
-
Number of cells where (Demand - P&G Supply) > 0. Higher = more growth potential.
High Priority Gaps
ⓘ
-
Cells with opportunity score > 50. These are gaps where competitors are active but P&G is missing.
P&G Coverage
ⓘ
-
Average P&G claim strength across all benefit spaces. 100% = full coverage in all categories.
Competitor Intensity
ⓘ
-
Average competitor claim strength. High % = crowded market, harder to differentiate.
Metric Dictionary
| Understanding the numbers
+
Opportunity Score
Formula: (Demand - P&G Supply) × (1 + Competitor ÷ 100). Higher = bigger opportunity. Range: 0-100+
%
Claim Strength
% of brand's SKUs that match this benefit space keywords. 100% = all products claim this benefit.
G
Gap Score
Demand minus P&G Supply. Positive = unmet demand. Negative = oversupply vs consumer needs.
D
Demand Score
Consumer search interest (0-100) for this benefit. Based on Google Trends data for each market.
White Space Opportunity Matrix
Cells colored by opportunity score: (Consumer Demand - P&G Supply) × Competitor Intensity
High Opportunity
Medium
Low / Saturated
SKU Count by Benefit Space
Top Launch Recommendations
| Country | Brand | Line | Product Name | Benefit Space | Flow | Pack Size | Retailer | Image |
|---|
Total Brands
-
P&G Brands
3
Top Claim Category
ⓘ
-
The benefit space with highest total claim strength across all brands in this market.
P&G Claim Strength
ⓘ
-
Average % of P&G SKUs making claims across all benefit spaces. Higher = broader positioning.
How to Read This Data
50
Bubble Size = Claim Strength
Larger bubble = more SKUs with this claim. Number inside shows exact %. P&G = blue, Competitors = gray.
Score Bar = Brand Average
Overall claim coverage for this brand. 100% = claims all 6 benefit spaces strongly.
Natural
Click Any Bubble
Opens detail modal with actual SKUs, product names, pack sizes, and claim keywords.
Claims Matrix: Brand vs Benefit Space
Bubble size = claim strength. Click any bubble to see products.
P&G Brand
Competitor
Size:
Low
High
Brand - Claim
Products in this category
Claim Distribution by Category
P&G vs Market Average
Top Brands by Claim Category
| Country | Brand | Line | Product Name | Benefit Space | Flow | Pack Size | Retailer | Image |
|---|
How Femcare Radar Works
From raw retailer data to actionable market intelligence — a complete end-to-end data pipeline powering strategic decisions for P&G's feminine care portfolio.
End-to-End Data Pipeline
🌐
1. Data Sources
Raw data collection
Retailer Websites
5 Countries
Google Trends
🕷️
2. Web Scraping
Automated extraction
Product names
Prices & pack sizes
Image URLs
🤖
3. AI Processing
Intelligent enrichment
GPT-4o enrichment
OCR validation
Classification
🗄️
4. Database
Central storage
Supabase
PostgreSQL
1,500+ products
📊
5. Aggregation
BI preparation
KPI calculation
Portfolio structure
Strategic matrix
🎯
6. Platform
BI dashboard
Battlefield view
Consumer needs
White space
🤖 AI Enrichment Process
1
Text Analysis (GPT-4o-mini)
Extracts brand, line, flow level, and pack size from product names
2
Benefit Space Classification
Maps to strategic spaces: Natural, Sensitive, Night, Ultra Thin, etc.
3
OCR Vision Validation (GPT-4o)
Analyzes packshot images to extract count, validate line, confirm type
4
Quality Filtering
Filters out promo images, incontinence products, non-menstrual SKUs
✓ Data Quality Metrics
Products Scraped
~1,500
OCR Validated Packshots
~1,200
Countries Covered
🇫🇷 🇬🇧 🇵🇱 🇷🇴 🇹🇷
Brands Tracked
25+
Benefit Space Coverage
95%+
Technology Stack
⚡
Node.js
Backend
🗃️
Supabase
Database
🧠
OpenAI
GPT-4o
🎭
Puppeteer
Scraping
📊
Chart.js
Visualization
▲
Vercel
Hosting
Data Architecture Diagram
Femcare Radar — Built for P&G Feminine Care Strategy
Data refreshed weekly from 5 European markets
Digital Media Intelligence
Competitor creative tracking across social platforms • 5 markets
Last scan: Dec 7, 2025
Click on any ad thumbnail to view the full video/post on its platform.
🎬
Active Creatives by Brand
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STRATEGIC PORTFOLIO ANALYSIS
P&G is Missing the Night + Eco Revolution
While competitors build 44 Night+Natural SKUs, P&G has virtually zero presence in this fast-growing intersection.
920
Total SKUs
5
Markets
135
Natural SKUs
44
Gap SKUs
The Story in 3 Points
⚠️
The Blind Spot
P&G has 172 Night SKUs but only 14 Natural. Competitors own 90% of Natural.
🔴
The Threat
Sleepy alone has 21 Night+Natural SKUs. They're eroding P&G's overnight franchise.
✓
The Opportunity
P&G's overnight leadership can be defended by adding eco credentials.
The Critical Gap
Night + Eco = Zero
P&G dominates overnight with 172 SKUs. But at Night × Natural intersection, P&G is absent.
P&G Overnight Leadership
172
Night SKUs
BUTONLY
P&G Night + Natural
~1
Night+Eco SKUs
🏆 P&G Natural Portfolio
Only 14 SKUs
P&G Natural exists only in France. UK, Poland, Romania have zero.
🌿 Competitor Night+Natural
44 SKUs
Competitors filling Night+Natural across Turkey, Romania, France, Poland.
Natural Segment Share (by SKU Count)
P&G (Always / Orkid / Naturella)14 SKUs (10%)
10%
All Competitors Combined121 SKUs (90%)
90%
P&G Portfolio by Market
| Market | Total | Night | Natural | N+N |
|---|---|---|---|---|
| 🇬🇧 UK | 101 | 46 | 0 | 0 |
| 🇫🇷 France | 84 | 37 | 7 | 1 |
| 🇹🇷 Turkey | 65 | 23 | 3 | 0 |
| 🇷🇴 Romania | 54 | 23 | 1 | 0 |
| 🇵🇱 Poland | 35 | 18 | 0 | 0 |
Red = Critical absence. UK, Poland, Romania = zero P&G Natural.
Market Prioritization
| Market | Comp Natural | Gap | Priority |
|---|---|---|---|
| 🇹🇷 Turkey | 48 | 45 | CRITICAL |
| 🇷🇴 Romania | 49 | 48 | CRITICAL |
| 🇫🇷 France | 11 | 4 | EXTEND |
| 🇵🇱 Poland | 9 | 9 | ENTER |
| 🇬🇧 UK | 5 | 5 | ENTER |
Turkey & Romania = largest gaps.
Competitive Deep Dive
Who's Winning in Night + Natural
S
Sleepy
33
Natural
22
Night
21
Night+Nat
🇹🇷 Turkey's dominant eco brand. Direct threat to Always overnight.
K
Kotex
25
Natural
29
Night
7
Night+Nat
🇹🇷🇷🇴 Multi-market player. Strong in Turkey and Romania.
M
Molped
19
Natural
19
Night
7
Night+Nat
🇹🇷 Turkey specialist with "Pure & Soft" line.
B
Bella
10
Natural
14
Night
4
Night+Nat
🇷🇴🇵🇱 Strong in Romania and Poland—zero P&G natural.
Strategic Recommendations
The Path Forward
01
Defend Overnight Leadership
Always Night Eco
Add eco credentials to overnight strength before competitors erode the franchise.
Markets🇹🇷 Turkey, 🇷🇴 Romania, 🇬🇧 UK
SKUs3-5 per market (overnight + wings)
ClaimsOrganic cotton, 12hr protection, derma-tested
RationaleSleepy proves Night+Natural demand. Defend before erosion.
02
Enter Natural Whitespace
Always Dermo-Sensitive
Build natural presence in markets where P&G is absent but demand is proven.
Markets🇬🇧 UK, 🇵🇱 Poland, 🇷🇴 Romania
SKUsDaytime natural core + liners range
Claims0% fragrance, hypoallergenic, breathable
RationaleZero presence in markets with proven demand = urgent.
Executive Intelligence Brief
Bella Poland dominates the "First Period" moment with a dedicated product kit strategy that P&G currently lacks
Analysis of 48 TikTok posts reveals Bella's content strategy centers on educational authority (midwife partnership) and a unique "SetNaOkres" first period starter kit. Their top post achieved 238K views—capturing the critical consumer acquisition moment when young women choose their first feminine care brand. P&G has no equivalent product or content strategy addressing this lifecycle stage.
789K
Total Views
48
Posts Analyzed
16.4K
Avg Views/Post
11.8K
Total Likes
1.5%
Avg Eng. Rate
1.01K
Total Shares
📊 Content Strategy Breakdown
🎁
First Period Kit (SetNaOkres)
493K
Total Views
6
Posts
Highest performing category (62% of total views). Dedicated first period starter kit with pads, tampons, liners, and educational brochure. Videos showcase unboxing and product variety—designed to reduce anxiety for first-time users.
🍎
Cycle Syncing & Nutrition
144K
Top Post
5
Posts
High engagement format (2.7% rate). Photo carousels explaining what to eat during each cycle phase. The nutrition carousel achieved 3,935 likes and 273 shares—highest engagement depth of any post.
👩⚕️
Midwife Education (Natalia)
4.2K
Avg Views
12
Posts
Trust-building anchor content (25% of posts). Features certified midwife "Natalia" providing medical advice on tampons, cycle irregularity, and hygiene. Lower viral reach but consistent baseline establishing medical authority.
🏆
Champions in Schools
1.2K
Avg Views
8
Posts
CSR/Community program. Partnership with schools featuring female athletes. Event footage showing product giveaways and workshops. Builds brand association with empowerment and physical confidence.
View Distribution by Category
First Period Kit
62%
Cycle/Nutrition
21%
Midwife Edu
9%
Champions
5%
Other
3%
Engagement Rate by Format
Carousel
2.7%
Unboxing Video
2.1%
Talking Head
1.2%
Standard Video
0.8%
🏆 Top 5 Performing Posts
#1
👁️ 238K
❤️ 137
💬 4
🎁 First Period Kit
#2
👁️ 144K
❤️ 3.9K
🔄 273
🍎 Cycle Nutrition
#3
👁️ 111K
❤️ 3.7K
🔄 508
📦 Unboxing
#4
👁️ 27.8K
❤️ 448
🔄 63
🎁 First Period Tips
#5
👁️ 12.2K
❤️ 287
💬 30
👩⚕️ Education
💡 Key Strategic Insights
🎯
First Period = Brand Loyalty Moment
62% of Bella's total views come from "first period" content. This lifecycle moment creates lasting brand preference. P&G currently has zero dedicated first-period products or content strategy.
👩⚕️
Medical Authority Builds Trust
Partnership with certified midwife "Natalia" provides credibility for sensitive health topics. 25% of content features her—creating a recognizable, trusted face for the brand.
📦
Product Kit as Content Engine
"SetNaOkres" kit is both product and content. Unboxing videos drive 508 shares (highest)—users share the discovery experience with friends facing the same life stage.
📸
Carousels Outperform Video
Photo carousel format achieves 2.7% engagement vs 0.8% for standard video. Educational content benefits from the swipe-through format—users save and return to reference.
🏫
School Context is Key
Peak posting in October (back-to-school). Comments frequently mention school situations. Content addresses anxiety of managing periods in school settings.
💬
High Purchase Intent
Comments frequently ask "Where can I buy this?" on SetNaOkres posts. Direct product discovery happening on platform—linking content to commerce opportunity.
P&G Strategic Implication
Bella has established category leadership in the "first period" consumer acquisition moment—a critical lifecycle stage where brand loyalty is formed. Their combination of a dedicated product kit (SetNaOkres), medical authority partnership (midwife content), and school-context messaging creates a defensible competitive position. P&G's Always brand currently lacks any equivalent offering or content strategy addressing this consumer journey stage.
Point of Market Entry
Teen Market Entry Gap Analysis
Competitive analysis of first period strategies across Poland, Romania, Turkey & France. Click any data point for detailed sources.
0
P&G Teen Products
27
Competitor Teen SKUs
96
POME Posts
29M+
Education Views
4
Markets Analyzed
Filter by Market:
📊
All Markets
96
🇵🇱
Poland
24
🇷🇴
Romania
40
🇹🇷
Turkey
10
🇫🇷
France
22
Complete Brand Analysis • All Markets
📊 Full POME Capability Matrix
All 28 brands analyzed across 4 European markets. Sorted by POME score within each market. Click any cell for detailed evidence.
Quick Comparison
🎯 Market Leaders vs P&G
| Market | POME Leader | Leader Score | P&G Brand | P&G Score | Gap |
|---|---|---|---|---|---|
| 🇵🇱 Poland | Bella (TZMO) | 95% | Always / Naturella | 0-5% | -90pts |
| 🇹🇷 Turkey | Kotex (K-C) | 90% | Orkid | 0% | -90pts |
| 🇷🇴 Romania | Libresse (Essity) | 65% | Always | 0% | -65pts |
| 🇫🇷 France | Nana (Essity) | 55% | Always | 0% | -55pts |
Global Coverage • Teen SKUs & Kits
📦 Teen SKU Coverage by Market
POME Media • TikTok / Ads
🎬 Top POME Content (Embedded)
🇵🇱
Poland: Bella Owns the First Period Moment
SetNaOkres kit captured 238,500 TikTok views. Always has no equivalent teen-targeted SKU or starter kit. Click for full data →
Bella for Teens Portfolio • 7 Teen SKUs
🎀 Teen-Specific Products (Click any product for details)
🎁SetNaOkres
SetNaOkres First Period Kit
STARTER KIT
👝Okresówka
OKresówka Period Pouch
ACCESSORY
🌸Ultra Sensitive
Bella for Teens Sensitive
SENSITIVE
⚡Ultra Energy
Bella for Teens Energy
ENERGY
💜Ultra Relax
Bella for Teens Relax
RELAX
🌙Sensitive Night
Bella for Teens Night
NIGHT
🌿Panty Liners
Bella for Teens Panty Liners
LINERS
All Teen SKUs (Auto) • Poland
Verified Teen SKUs
P&G Poland Pad Portfolio • Adult-Only Positioning
❌ Always / Naturella Poland - No Teen Products
💎
Platinum
Premium adult
Always Platinum Normal
ADULT PAD
🛡️
Ultra
Standard adult
Always Ultra Normal
ADULT PAD
🌙
Night
Night adult
Always Ultra Night
ADULT PAD
🌿
Naturella
Cotton adult
Naturella Classic
ADULT PAD
⚠️
POME Gap Analysis
- No teen-specific branding — All packaging targets adult women
- No starter kit — No first period bundle like Bella's SetNaOkres
- No educational inserts — No "how to use" guides for first-timers
- No youth packaging — Colors and design are clinical, not teen-friendly
Claim Analysis
📋 Poland POME Claims Comparison
| Claim/Feature | Bella | Always | Gap | Source |
|---|---|---|---|---|
| First Period Starter Kit | ✓ SetNaOkres | ✗ None | CRITICAL | bella.pl ↗ |
| Teen-Specific SKU Line | ✓ 7 variants | ✗ None | CRITICAL | bella.pl ↗ |
| Healthcare Professional Content | ✓ Midwife "Natalia" | ✗ None | HIGH | TikTok ↗ |
| School Activations | ✓ Champions in Schools | ✗ None | HIGH | akcjamenstruacja.pl ↗ |
| Educational Materials | ✓ Brochure included | ✗ None | HIGH | bella.pl ↗ |
Digital Media • TikTok Performance
📱 Top POME Content - Poland (Click to watch)
#1
238.5K
Pierwsza miesiączka? SetNaOkres i Okresówka to wszystko czego potrzebujesz
@bellapoland • First Period Kit • 🏷️ first_period, teen_product
#2
110.8K
SETnaOKres = wszystko, czego potrzebujesz na start 🌟 Unboxing
@bellapoland • Unboxing • 🏷️ teen_product
#3
12.2K
Pierwsza miesiączka różni się od tych późniejszych - posłuchaj położnej
@bellapoland • Midwife Education • 🏷️ first_period, education
#4
1.5K
Mistrzynie w Szkole - Natalia i Ola odpowiadają na pytania
@bellapoland • School Program • 🏷️ school_program
📚 Poland Sources
[1] Bella for Teens Portfolio: bella.pl/bella-for-teens
[2] Akcja Menstruacja 2024/25: akcjamenstruacja.pl - 218K+ students, 1,407 schools
[3] TikTok Analytics: @bellapoland - 48 posts, 789K total views
[4] Retailer Data: Rossmann Poland, Auchan Poland (scraped Nov 2025)
🇷🇴
Romania: Libresse Dominates with Lifecycle Campaign
#NeverJustAPeriod campaign targets all life stages including teens. 98 active Meta ads vs P&G's minimal presence.
Libresse Romania Pads • Education-Led Positioning
Libresse Pads Portfolio — Sensitive Line for First-Timers
🌸
Pure Sensitive
First-timer friendly
Libresse Pure Sensitive
SENSITIVE
💜
Ultra Normal
Standard flow
Libresse Ultra Normal+
STANDARD
🌙
Goodnight
Night protection
Libresse Goodnight
NIGHT
🌿
Natural Care
Organic cotton
Libresse Natural Care
ORGANIC
💡 Note: Libresse has no explicit "teen" line but positions "Pure Sensitive" as suitable for first-timers. Education-led POME strategy via #NeverJustAPeriod campaign.
All Teen/Sensitive SKUs (Auto) • Romania
Verified SKU List
P&G Romania Pads • Adult-Only Portfolio
❌ Always Romania - No Teen Products
💎
Platinum
Premium adult
Always Platinum
ADULT PAD
🛡️
Ultra
Standard adult
Always Ultra Normal
ADULT PAD
🌙
Night
Night adult
Always Ultra Night
ADULT PAD
🌸
Sensitive
Sensitive adult
Always Cotton Protection
ADULT PAD
⚠️ Always has 25+ pad SKUs in Romania but ZERO teen products or POME content.
Full POME Claims Analysis
📋 Romania POME Full Claims Comparison
| POME Dimension | Libresse (Essity) | Always (P&G) | Gap | Source |
|---|---|---|---|---|
| PRODUCT PORTFOLIO | ||||
| Teen Sub-brand | ⚠ No explicit line Sensitive positioned for teens | ✗ None Adult-only positioning | HIGH | libresse.ro ↗ |
| Sensitive/First-Timer Pads | ✓ Pure Sensitive Hypoallergenic for beginners | ⚠ Cotton Protection Not teen-positioned | MEDIUM | Product portfolio |
| First Period Kit | ⚠ Libréa 3rd party Not Libresse-branded | ✗ None No starter solution | MEDIUM | Market research |
| EDUCATION & CAMPAIGNS | ||||
| Lifecycle Campaign | ✓ #NeverJustAPeriod All life stages incl teens | ✗ None No campaign in Romania | CRITICAL | libresse.ro ↗ |
| Meta Ads (POME focus) | ✓ ~98 active ads Coming-of-age targeting | ✗ Minimal No teen ads visible | CRITICAL | Meta Ads ↗ |
| NGO Partnerships | ✓ Iele-Sânziene Period poverty programs | ✗ None visible No NGO presence | HIGH | NGO site ↗ |
| DIGITAL CONTENT | ||||
| TikTok Presence | ✓ @libresse_romania 2.3M views, 85 posts | ✗ No presence No Romanian TikTok | CRITICAL | TikTok ↗ |
| Education Content | ✓ Website section Period health education | ⚠ Generic FAQs Not localized for Romania | HIGH | libresse.ro ↗ |
📚 Romania Sources
[1] Libresse Romania: libresse.ro
[2] Meta Ad Library: ~98 active ads (Dec 2025)
[3] Romanian NGO: absorbantegratuite.ro
🇹🇷
Turkey: Kotex Young Dominates Teen Segment
Kotex has 10+ dedicated "Young" SKUs with 23M TikTok views. Orkid (P&G) has ZERO teen products. Click for full data →
Kotex Young Portfolio • 10+ Teen SKUs • Dedicated Sub-brand
Kotex Young — Full Teen Product Line
💕Young Day 32
Kotex Young Gündüz 32'li
DAY 32
🌙Young Night
Kotex Young Gece 16'lı
NIGHT
🌟Young Trial
Kotex Young Gündüz 7'li
TRIAL
🌿Young Daily
Kotex Young Günlük Ped
DAILY
📦Young Super
Kotex Young Süper Ekonomik
VALUE
✨
POME Strategy Insights
- Dedicated sub-brand — "Young" clearly signals teen target
- Youth packaging — Anime character "Kita" on packs
- Trial sizes available — 7-count packs for first-time users
- Full flow coverage — Day, night, and liners in teen range
All Teen SKUs (Auto) • Turkey
Verified Teen SKUs
P&G Gap • Orkid Pads Portfolio (No Teen Line)
❌ Orkid (P&G Turkey) - Adult-Only Positioning
💎
Platinum
Premium adult
Orkid Platinum Normal
ADULT PAD
🛡️
Ultra Plus
Heavy flow adult
Orkid Ultra Plus
ADULT PAD
🌙
Gece
Night adult
Orkid Gece (Night)
ADULT PAD
🌸
Hassas
Sensitive adult
Orkid Hassas (Sensitive)
ADULT PAD
⚠️ Orkid has 40+ pad SKUs but ZERO dedicated teen products. All packaging uses adult woman imagery. No "Young" or teen sub-brand exists.
Claim Analysis
📋 Turkey POME Full Claims Comparison
Comprehensive analysis of teen/first period positioning. Click any row for detailed evidence.
| POME Dimension | Kotex (K-C) | Orkid (P&G) | Gap | Source |
|---|---|---|---|---|
| PRODUCT PORTFOLIO | ||||
| Teen Sub-brand | ✓ Kotex Young Dedicated teen identity | ✗ None No teen positioning | CRITICAL | kotex.com.tr ↗ |
| Teen Pad SKUs | ✓ 10+ variants Day 7/12/32, Night 10/16 | ✗ 0 SKUs Adult-only portfolio | CRITICAL | Migros ↗ |
| Trial/Starter Packs | ✓ 7-count packs Low-commitment entry | ✗ None Min 8-count adult packs | HIGH | A101 ↗ |
| First Period Kit | ⚠ No dedicated kit Trial packs substitute | ✗ None No starter solution | MEDIUM | Market research |
| PACK COMMUNICATION | ||||
| Youth Branding | ✓ "Young" on pack Explicit teen signal | ✗ Adult woman imagery Professional positioning | CRITICAL | Behance ↗ |
| Youth Character/Mascot | ✓ Anime "Kita" Emotional connection | ✗ None No character strategy | HIGH | Behance ↗ |
| Youth Color Palette | ✓ Vibrant pink Teen-appealing colors | ⚠ Purple/blue Neutral, adult palette | MEDIUM | Pack analysis |
| First-Timer Messaging | ✓ "İlk Regl" content First period language | ✗ None No beginner messaging | CRITICAL | TikTok ↗ |
| DIGITAL & EDUCATION | ||||
| TikTok POME Content | ✓ 200+ posts 23M+ education views | ✗ Minimal No dedicated POME | CRITICAL | @kotextr ↗ |
| First Period Hashtag | ✓ #ilkRegl Owned hashtag campaign | ✗ None No hashtag strategy | HIGH | TikTok ↗ |
| Website Education | ✓ Dedicated section Teen health info | ⚠ Generic FAQs Not teen-focused | MEDIUM | kotex.com.tr ↗ |
| Teen Influencer Partnerships | ✓ Active program Young creator collabs | ✗ None visible No teen influencers | HIGH | Social media audit |
| DISTRIBUTION & ACCESS | ||||
| Retail Availability | ✓ All major chains Migros, A101, BİM, Şok | ✓ All major chains Same distribution | EVEN | Retailer research |
| Teen Price Point | ✓ ~24.90 TRY (7pk) Accessible entry | ✗ ~32.90+ TRY min Higher barrier | HIGH | Retailer pricing |
| Pharmacy/School Presence | ⚠ Limited Some pharmacies | ⚠ Limited Some pharmacies | EVEN | Distribution audit |
7
Critical Gaps
5
High Risk
2
Even/Parity
Digital Media • TikTok Performance • 23M+ Total Views
📱 Top POME Content - Turkey (Click to watch)
#1
3.6M
Kotex Tampon ile her zaman rahat ve güvenli! ❤️
@kotextr • Tampon Education • 7,813 likes
#2
3.4M
"Arkama baksana" diye darladığın arkadaşına gönder 🤭
@kotextr • Confidence/No Stress • 10,900 likes
#3
1.7M
"Regl döneminde yüzülmez" myth busting 🏊♀️
@kotextr • Myth Busting / Tampon • 4,326 likes
#4
1.5M
Henüz tampon dünyasında yeni olan kızlar… İşte bu konforlu çözüm sizin için!
@kotextr • First-Time Tampon Users • 4,375 likes
#5
1.4M
Kızlar akımı bitiriyoruz ve tatile çıkıyoruz! 🏖️
@kotextr • Summer / Vacation • 5,808 likes
📚 Turkey Sources
[1] Kotex Turkey: kotex.com.tr
[2] Kotex Young Campaign: Behance 2023
[3] TikTok: @kotextr - 62 posts, 23M+ POME views
[4] Retailers: Migros, A101, Şok, Gratis (scraped Nov 2025)
🇫🇷
France: Nana + Organic Brands Target Teens
Nana has dedicated first period education. Tadam' and Love&Green target eco-conscious teens. Always has no localized teen strategy.
Nana (Essity)
LEADER
Dedicated "Premières Règles" education section
Tadam' Bio
GROWING
100% organic cotton, certified Oeko-Tex
Love & Green
GROWING
Eco-friendly, organic products
All Teen/Sensitive SKUs (Auto) • France
Verified SKU List
Claim Analysis
📋 France POME Claims Comparison
| Claim/Feature | Nana | Tadam' | Always | Source |
|---|---|---|---|---|
| First Period Education Page | ✓ Dedicated | ⚠ General | ✗ None in French | nana.fr ↗ |
| Organic/Cotton Teen Products | ⚠ Some | ✓ All organic | ⚠ Cotton line | tadam-women.com ↗ |
| Period Poverty Initiatives | ✓ Active | ✓ Accessible | ⚠ Limited | nana.fr ↗ |
| Hypoallergenic Focus | ⚠ Some | ✓ All products | ✓ Sensitive | Product data |
📚 France Sources
[1] Nana First Period: nana.fr/premieres-regles
[2] Tadam' Organic: tadam-women.com
[3] Market Data: Apollo Research - $975.5M (2023), 4.9% CAGR to 2033
[4] Retailers: Auchan France, Carrefour France (scraped Nov 2025)
📊 Data Details