Summer in Saudi Arabia is intolerably hot.

Temperatures can rise to 50C /114F.

It’s uncomfortable for everyone, so most aspects of Saudi life such as airconditioners, cars, and infrastructure, have been designed to cope with these temperatures.

One segment of the population has been overlooked though - women, specifically women on their period, dealing with this heat in addition to rising body temperatures, suffocating pads, and dark layers of clothes, making summers unbearable for them.

While the new Always Cool&Dry pad was a much-needed innovation considering the effects the heat has on women, historically feminine care brands have low engagement in Saudi, because periods like anything regarding women’s bodies are still taboo.

Instead of simply communicating the benefits of the product to Gen Z Saudis, we saw an opportunity to solve a real problem, getting women to experience the pad in a completely new way - and confronting local taboos.

We looked beyond the product story and saw an opportunity to solve a hyper local problem: women dealing with the scorching summer heat while on their period.

The fabric of the pad cools a part of women’s bodies, what if the same fabric could cool all their bodies?

What if we reimagined how women on their periods deal with the Saudi heat?

We created the ultimate solution for women to not be hot on their periods: the “Not Hot Periodwear”, the first ever designer Periodwear inspired by and made from the same material as the Cool&Dry pad.

Periodwear is not only clothes, it also includes accessories such as branded car seat covers, driving gloves, and biking shorts so women can brave the heat in style.

Every item defied taboos, by being a bold, visible and a colorful demo of the Cool&Dry pad.

Periods can get quite uncomfortable. But for Saudi women going through their periods in the scorching summer heat, periods are unbearable. This very real problem has been overlooked.

So, to make GenZ Saudi women aware of the benefits of Cool&Dry pad we looked beyond the pad and solved the heat problem.

With the modern Saudi woman in mind, we collaborated with one of the most progressive Saudi fashion designers, Nasiba Hafiz, known for her local yet modern designs.

We brought together the perfect combination of Nasiba’s bold style and the functional benefits of the Cool&Dry pad.

We wanted the periodwear we created to become a new fashion segment: functional clothing specifically made for women on their periods to beat the heat, that was comfortable, vibrant, and modern.

And since the clothes were directly inspired by the pad, it was impossible to talk about the collection, without talking about the pad.

We treated this exactly like any other hype brand would to launch its summer collection.

On August 31st, at the peak of Saudi summer, we started a digital teaser campaign on Instagram, TikTok, and Snapchat.

A week later, we announced the Always x Nasiba Hafiz collaboration on our brand owned channels and the designer’s channels.

7 days later, Periodwear dropped online along with a fashion film featuring 4 well-known Saudi influencers.

We spread the word on the collaboration on all social channels of the 4 main influencers, Always, and Nasiba Hafiz.

Other influencers joined in, and their combined reach of tens of millions helped us set GenZ on fire.

Every touchpoint led not only to the collection, but most importantly, to the product.

The collection and the Cool&Dry packs were also available in pop-up stores across Jeddah allowing women to experience the benefits of both the pad and clothes first-hand.

With the Not Hot Collection, we not only created a fashion statement, but we also fired up an entire generation to fashionably embrace their period instead of hiding it.

We exceeded all KPIs set, included the highest growth in sales.

During the period August 31 to October 31, 2022, the below unprecedented results were recorded:

• 18 million Gen Z reached

• 32.4 million views

• 100% positive sentiment

• 75.5% Gen Z awareness

• +5.9% increase in perception as a brand that increases girls’ confidence

• +80% purchase intent

• 111 times faster growth in sales (highest growth in sales in Saudi Arabia)