Grooming and hygiene is often neglected aspect in the men’s category and most of the times we do not see many brands promoting or advertising the same, the way they do for the other gender. However, ‘Pee Safe’ is all set to change this with its new offering. A leading hygiene and wellness brand, recently announced the launch of its new product called Pee Safe Natural Intimate Wash for Men.
The brand, already known for its wide range of women’s hygiene products, will now also enable men to take care of their personal and intimate hygiene by foraying into men’s personal and intimate hygiene space. As per a February 2019 report by Mintel, an Indian man spends an average of 42 minutes grooming himself everyday and about two-thirds of them are concerned about some aspect of their appearance. The launch of Pee Safe Natural Intimate Wash comes at a time when there is a lot of growth potential in the men’s grooming segment in India.
While segments such as bath, beard, body, skin and haircare products are already popular, intimate hygiene is an emerging and promising market for Men as well. A recent brand campaign by Pee Safe on Instagram also discovered how women were equally concerned about their partner’s intimate hygiene.
Speaking about this, Srijana Bagaria, Co-Founder, Pee Safe, said,
There has traditionally not been much awareness around grooming and personal hygiene among Indian men. However, this is now changing. Understanding this, and the fact that regular use of soap and body washes can cause itching, irritation and dryness in men, Pee Safe has launched the Natural Intimate Wash.
The idea is to encourage and help more men to stay clean and healthy to avoid any infections and allergies. The product is composed of ingredients such as tea tree essential oil and witch hazel which help in preventing infections and itching. Our vision is to make personal hygiene a critical part of everyday routine for both men and women.
About The Product
Pee Safe’s Natural Intimate Wash is formulated with Ayurvedic ingredients and helps clean and protect their intimate area gently by preserving the natural acidic pH. Understanding how personal hygiene is equally integral to men’s health, Pee Safe has ensured that the Intimate Wash is gentle enough for daily use as well.
From having one product when it started, Pee Safe today has several solutions in the intimate hygiene category including Biodegradable sanitary pads, 100% organic cotton tampons, menstrual cups and panty liners. It has become a disruptor in the segment within a short span of time. Today, the brand has a presence in more than 3000 stores across India including in modern trade, general stores, organised pharmacies, supermarkets, airports among others.
Why Should Men Neglect Hygiene?
Pee Safe is helping India fight health issues brought on by unhygienic conditions in washrooms and incomplete personal hygiene and wellness in general. Their flagship product Pee Safe Toilet Seat Spray Sanitizer is world’s highest selling product in the category. Pee Safe has already raised $2 million from a group of investors and aims to become a 1000 crore brand within five years.
Infact men are more exposed to unhealthy sanitation than women and therefore, it becomes even more important for the former gender to care about this as routine.
Some men get it. Somewhere along the way, they’ve learned about grooming and good overall hygiene. But some men still don’t. And while they might not be the hapless slobs often stereotyped in the media, it’s time we could still learn a thing or two about how to get clean.
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