On this episode of BRAVE COMMERCE, hosts Sarah Hofstetter and Rachel Tipograph sit down with Lorran Brown Cosby, Senior Vice President of Digital and E-commerce at Perrigo. Lorran discusses the groundbreaking launch of Opill, the first over-the-counter birth control pill, and its transformative impact on women's health and accessibility. She shares insights into Perrigo's digital commerce strategies, the importance of building retailer confidence, and the unique challenges of marketing sensitive health products. Additionally, Lorran delves into how Perrigo's dual role as a manufacturer and brand builder supports both their proprietary brands and private label products for major retailers, enhancing consumer trust and loyalty.

Lorran begins by introducing Perrigo and its extensive range of products that likely reside in every household. From allergy relief to infant formula, Perrigo's self-care categories are vast. Lorran highlights the company's unique position as both a manufacturer of national consumer brands and private label products for major retailers. This dual role allows Perrigo to reach a broad consumer base while building trust and loyalty through reliable and accessible products.

The conversation then shifts to the launch of Opill, a game-changing over-the-counter birth control pill. Lorran explains the meticulous planning and research that went into this launch, emphasizing the significance of providing accessible contraception to women across the United States. She discusses the comprehensive marketing strategy that included building awareness, trust, and a strong online presence to support the product's success. Lorran also touches on the collaborative efforts with retailers to ensure the product's visibility and accessibility in both physical and digital stores.

In the final segment, Lorran addresses the challenges of marketing products in what is considered a "blush category." She explains how Perrigo navigates sensitive health topics while building consumer trust and confidence. By leveraging data and insights from global markets and focusing on personalized consumer experiences, Perrigo effectively communicates the value and accessibility of their products. Lorran's insights into digital marketing, consumer behavior, and the strategic importance of private label products provide a comprehensive look at Perrigo's innovative approach to e-commerce and brand building.

Takeaways:

• Game-Changing Access: Perrigo's launch of Opill, the first over-the-counter birth control pill, marks a significant advancement in women's health, providing unprecedented access to contraception and supporting the ongoing conversation around women's reproductive rights.
• Strategic Retail Collaboration: Lorran highlights the importance of building retailer confidence through data-driven insights, global market research, and a comprehensive marketing strategy, ensuring successful product launches and sustained consumer interest.
• Navigating Sensitive Categories: Perrigo's approach to marketing sensitive health products involves creating personalized consumer experiences, leveraging global insights, and effectively communicating product benefits to build trust and loyalty among consumers.

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