Millie & More set to launch premium feminine range

Australian feminine hygiene company Millie & More is launching its range of premium products in the UK next month. The Moxiebrand will be launched in Superdrug.

The range includes tampons, pads and panty liners that are packaged in specially designed tins. The company will also be rolling out new products such as refill tampon packs and a daytimepad product.

Millie & More co-founder Mia Klitsas says it differentiates the brand from others in the market through its lifestyle positioning.

She adds/ “We’ve taken more of a fashion and beauty approach, rather than seeing it as a clinical necessity. The idea behind Moxie is to be able to carry the tins in your bag, because it looks pretty and quite retro.”

The launch will be backed by an ad campaign that involves press, online and sampling, created by Australian agency Publicis Mojo, with a media agency yet to be confirmed. Klitsas says it will consider appointing a UK-based ad agency in the future.

The brand, which is also being launched in Singapore, will be distributed in the UK by Parkfield Sales and Marketing. It will initially be available in Superdrug, but is expected to be rolled out to other retailers by the beginning of next year.

The independently-owned Millie & More, which launched in February 2006, has increased its share in the Australian tampon market to 6.1% since its launch, according to Nielsen data.