2024.08.26
A Strong Ally in the Digital Age: The Vision for Femtech Enlightenment Advocated by "Woman Hormone University"
Where do you all get your information about femcare?
This is a sensitive topic that can be surprisingly difficult to communicate about, yet there are media outlets taking the initiative to share information. One of them is "Woman Hormone University."
They participated in the femtech event hosted by Fashion Tech News last year, and operate the femtech enlightenment media "Woman Hormone University." Their information dissemination is particularly targeted towards younger individuals through TikTok.
I had the opportunity to interview Hitomi Kiuchi from the company.
Keywords that Are Receiving More Attention than Femtech
First, can you tell us the background behind the establishment of "Woman Hormone University"?
Originally, our company was focused on the business of withmoon®︎ and began selling shampoos under the brand "Tsuki no Omamori" concentrated on pre-menstrual issues (PMS) around 2014. Subsequently, we continued to develop and sell various female-targeted products, including supplements and delicate zone care items.
From around 2018-19, it became clear through product sales that many women do not possess sufficient knowledge about their bodies and menstruation. This strongly highlighted the necessity to educate about women’s health and bodies.
This led to the creation of the media "Woman Hormone University." Initially functioning as withmoon’s owned media, we realized this pressing need and aimed to neatly organize and provide information relating to women’s health through TikTok, enlightening women on issues unique to them surrounding menstruation to deepen their understanding of their bodies.
Although the term Femtech was covered in the media for a period, what is your company’s experience with it?
At one point, the term "femtech" was under the spotlight as a trend, receiving nominations for various awards. Consequently, we did share content like "What is Femtech?" and "Latest Femtech Items" during that time. However, surprisingly, these videos did not garner many views.On the other hand, when it comes to the more specific keyword "menstruation," we found that viewer interest was significantly higher. For instance, information regarding symptoms like dysmenorrhea and PMS, and how to cope with them received considerable interest.
It appears that the term "femtech" itself is not yet widely understood by the general public, while specific concerns and information related to menstruation and women's health feel much more relatable and are hot topics of interest.
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