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Speaker 1: Every SKU isn’t made equal.

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Speaker 2: And again, Parago, the majority of our business is in

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Speaker 2: store brand private label products. And within that store brand

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Speaker 2: private label product universe, there’s a range of different retail

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Speaker 2: partners and products in which we are helping our retailers build.

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Speaker 2: It’s no different than a national brand. When you’re thinking

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Speaker 2: about brand content, when you’re thinking about where brands show up,

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Speaker 2: When you’re thinking about full funnel product pages, how do

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Speaker 2: we create the right ads? How do we think about shopability?

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Speaker 3: Welcome to today’s episode of Brave Commerce.

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Speaker 4: I’m Rachel Tippegraph, the founder and CEO of Micmac.

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Speaker 3: I’m Sarah Hofstetter, president of Profitero.

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Speaker 4: And this is a show that talks about what’s relevant

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Speaker 4: in e-commerce for the world’s biggest brands.

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Speaker 3: Welcome to Brave Commerce.

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Speaker 4: Sarah, I can’t even keep up with all of the

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Speaker 4: sort of over-the-counter drugs that are now coming to market,

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Speaker 4: whether it’s because regulation has changed or digital tools with

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Speaker 4: virtual telehealth is becoming to market. But it feels like

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Speaker 4: there’s more and more brands, very similar to the way

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Speaker 4: that we once saw so many brands launch in the

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Speaker 4: grocery space.

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Speaker 3: Very true. We’re seeing a lot of new brands becoming available,

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Speaker 3: new categories becoming available over the counter. Probably the one

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Speaker 3: that is the most revolutionary and obviously the topic of

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Speaker 3: today’s discussion is the first over-the-counter birth control pill. If

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Speaker 3: I think about what it was like when I started

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Speaker 3: on the pill, not that we’re going to get too

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Speaker 3: deep on this one, like the idea of always having

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Speaker 3: to make a doctor’s appointment and then having to get

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Speaker 3: clearance and going through all of the kind of stuff

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Speaker 3: that goes along with it, what a pain in the neck.

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Speaker 3: And now the democratization of it is a massive game

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Speaker 3: changer in the industry.

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Speaker 4: Absolutely. I didn’t know that Perigo was behind the launch

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Speaker 4: of the first over-the-counter birth control pill.

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Speaker 3: Yeah, Opil just launched earlier this year. And what’s so

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Speaker 3: interesting about Perigo is they’re like this enormous company. That

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Speaker 3: is a technical term. And they are behind Opel, which

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Speaker 3: is the first over-the-counter birth control pill. But they are

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Speaker 3: also the company that powers so many private label products

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Speaker 3: that you would find in a typical drugstore. toothpaste to

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Speaker 3: all kinds of things. Their SKU list is in the

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Speaker 3: many thousands.

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Speaker 4: Absolutely. We’re going to bring Lauren onto the show, who

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Speaker 4: leads digital for Paragrow across such a diverse set of

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Speaker 4: SKUs and brands. But we’re going to spend some time

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Speaker 4: talking about Opil and its revolutionary go-to-market.

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Speaker 3: What I’m really excited for all of you to hear

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Speaker 3: is the balance of what it means to bring a

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Speaker 3: revolutionary new brands market in Opel while also managing this

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Speaker 3: private label portfolio. Usually you need two different sets of

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Speaker 3: talent in order to be able to do that. Lauren

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Speaker 3: seems to be able to bridge that gap with absolute fluency.

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Speaker 4: On that note, let’s bring Lauren onto the show.

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Speaker 3: Today, we are happy to have Lauren Brown-Cosby, SVP of

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Speaker 3: digital and e-commerce at Perigo. Thank you so much for

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Speaker 3: joining us, Lauren. We’re honored to to be your first

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Speaker 3: podcast ever.

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Speaker 1: Thank you. Thank you, Sarah and Rachel.

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Speaker 2: Really such a pleasure to chat with you guys today

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Speaker 2: about Parago and all the things that we have going

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Speaker 2: on in digital and e-commerce and brand.

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Speaker 1: So thank you so much.

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Speaker 3: There’s a lot to unpack here because probably most of

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Speaker 3: our listeners have a Parago product in their home, but

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Speaker 3: they may not even know about it. So why don’t

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Speaker 3: we start by just sharing what Parago is all about?

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Speaker 1: You know, it’s interesting.

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Speaker 2: I joined Parago. I had no idea about the company

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Speaker 2: and what the company actually built and provided and manufactured.

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Speaker 2: We’re a company that produces products for every major retailer

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Speaker 2: in the U.S. and across various self-care categories. So if

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Speaker 2: you have an allergy, if you have a cough or

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Speaker 2: a cold, if you’re looking for infant formula or an

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Speaker 2: oral care product, or you need a sleep aid or

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Speaker 2: pain relief, Perigo probably has manufactured that product. And so,

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Speaker 2: you know, we have a fun fact. I believe it

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Speaker 2: was 2003 where two out of every three households had

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Speaker 2: purchased a Perigo product. We also manufacture national consumer brands,

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Speaker 2: so products like a Nasonex or a Prevacid. So it’s

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Speaker 2: a really interesting company. We talk about ourselves as a

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Speaker 2: blended branded company and super vital for the self-care industry

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Speaker 2: where we are building our own brands, but we’re also

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Speaker 2: building brands for major retailers across the US.

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Speaker 1: So it’s a super interesting company.

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Speaker 4: I know there was a big strategic launch in the

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Speaker 4: past year that seems very game-changing against the backdrop of

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Speaker 4: what’s happening in America at a state level. And so

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Speaker 4: you launched this brand and this product, O-Pill, which I

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Speaker 4: believe is the first over-the-counter birth control pill. Is that right, O-Pill?

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Speaker 1: Yeah, it is.

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Speaker 2: I’ll tell you, it’s right at a really interesting time, right,

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Speaker 2: where there’s so many conversations around women’s health. Perigo launched

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Speaker 2: the first over-the-counter birth control pill. And so think about

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Speaker 2: this as access for women across America for contraception.

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Speaker 1: Available wherever, whenever.

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Speaker 2: How she shops in store, online, providing the right information, insights, again,

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Speaker 2: confidence and access to a product that historically has been gated. So,

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Speaker 2: you know, you have to go to your doctor, you

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Speaker 2: have to get a prescription. This is really transformational for

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Speaker 2: the industry, right? Where we have successfully launched that first

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Speaker 2: over-the-counter birth control product in a time where women’s health,

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Speaker 2: women’s contraception, women’s control over their bodies is such an

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Speaker 2: important conversation today. So we are super proud as an

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Speaker 2: organization and taking a step and a leap into an

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Speaker 2: entirely new category.

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Speaker 4: It’s tremendous. There’s obviously a long history of dating, like

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Speaker 4: women’s economic prosperity directly linked to contraception. So yes, making

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Speaker 4: it readily available without needing a doctor’s note could change again,

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Speaker 4: the gap, the economic gap and the opportunity gap for women.

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Speaker 4: So it’s pretty tremendous. I’m curious. When you bring something

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Speaker 4: like that to market that can literally change so many

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Speaker 4: people’s lives, what does a commerce strategy look like for

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Speaker 4: a product like that?

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Speaker 1: A hand clap to our global team.

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Speaker 2: There’s a team that’s been working on this product for

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Speaker 2: eight or nine years, right?

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Speaker 1: So it was a huge effort, right?

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Speaker 2: Two, three, four years of building up a case. for

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Speaker 2: why this is important for women across the United States.

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Speaker 2: And you think about what we have to do to

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Speaker 2: plan a launch that’s this massive. All the activities that

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Speaker 2: we have to do in building awareness, in ensuring that

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Speaker 2: we are building a trustworthy website that talks about effectiveness

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Speaker 2: and efficacy, and where to buy and ensuring that we

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Speaker 2: are communicating side effects.

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Speaker 1: So, you know, our team.

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Speaker 2: Really worked very heavily on the website build, building out

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Speaker 2: then product pages and the digital shelf fundamentals, which you

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Speaker 2: guys are so familiar with. What are the right search terms?

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Speaker 2: How do we think about the competitive set? How do

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Speaker 2: we build out, you know, the right stories to sell

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Speaker 2: into retailers so they have the confidence to promote and

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Speaker 2: build the products across their sites. How do we think

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Speaker 2: ratings and reviews? How do we think about building out

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Speaker 2: the right CRM and really building out connected journeys and

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Speaker 2: really having a successful collaboration and third-party partnerships, you know,

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Speaker 2: from shipping to, again, data collection, to ratings and reviews,

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Speaker 2: to upper funnel tools. It was a massive undertaking to

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Speaker 2: really think end-to-end. And so we had a very collaborative

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Speaker 2: team and we did really start to build everything through

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Speaker 2: the journey. And so with our team that thinks about, hey,

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Speaker 2: understanding social media and influencers down through the funnel, through

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Speaker 2: mid to e-commerce, we thought through every single platform extension,

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Speaker 2: how we think reach connectivity down to data. And it’s

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Speaker 2: been a fantastic launch into the marketplace. The feedback from

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Speaker 2: consumers is amazing. The amount of data we’re able to

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Speaker 2: collect and understand behaviors and create the right audiences and segments,

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Speaker 2: creating at the end of the day, a relationship and

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Speaker 2: loyalty and trust with women across America.

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Speaker 1: I am super proud to be a part of all

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Speaker 1: of it.

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Speaker 4: So.

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Speaker 2: Continue to watch. We launched in March and we’re just

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Speaker 2: learning so much.

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Speaker 4: So you mentioned helping build the confidence with your retail partners.

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Speaker 3: Yeah.

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Speaker 4: Curious, like what metrics or anecdotal content you’ve seen actually

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Speaker 4: really move the needle to build confidence with retail partners?

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Speaker 3: Yeah.

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Speaker 2: We did a lot of research again from the global

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Speaker 2: team and we were able to leverage valuable insights from

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Speaker 2: every stage of the consumer journey based on what we

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Speaker 2: learned from a similar product launch in the UK, how

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Speaker 2: we tracked, how we analyzed, what were the right data-driven

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Speaker 2: decision points for consumers, where we saw strength and opportunities,

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Speaker 2: and how to launch a product both from an in-store

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Speaker 2: perspective perspective to an online messaging and targeting, how we

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Speaker 2: talked about effective marketing, how we could help the retailers

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Speaker 2: understand the full Omni story, gaining critical insights across, again,

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Speaker 2: the entire funnel, performance analytics, what we were going to

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Speaker 2: do in partnership to truly implement a best-in-class launch across

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Speaker 2: different platforms, analyze what’s happening, what’s working from a consumer perspective,

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Speaker 2: and continue to drive consideration and interest across a really

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Speaker 2: critical consumer that all retailers want to attract. So many

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Speaker 2: things around data, information, how we think about the brand,

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Speaker 2: what are the right levers through the funnel, giving them

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Speaker 2: confidence that we have a strong plan, we have learnings

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Speaker 2: internationally that we can apply, and that we will be

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Speaker 2: in this together hand in hand to make sure we’re

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Speaker 2: continuing to.

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Speaker 1: Build, drive a category.

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Speaker 2: And this is one that’s interesting. There’s a lot of

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Speaker 2: people that call this a blush category, right? So it’s

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Speaker 2: one that’s very personal. How do we implement and build

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Speaker 2: the right best practices for something that doesn’t exist? So

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Speaker 2: it’s been a hand-in-hand partnership across organizations. all of our

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Speaker 2: retail partners, we’re leaning in on the traffic, the data,

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Speaker 2: the analytics, the insights to continue to optimize and again,

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Speaker 2: build out the right tools and solutions that differ across

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Speaker 2: different retailers and channels, but really do maximize again at

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Speaker 2: the end of the day, how do we understand behavior?

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Speaker 2: How do we address the consumer questions and build that

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Speaker 2: trust all the way through to how’s that translating into sales?

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Speaker 2: And how do we keep that loyalty generated across all?

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Speaker 3: Let’s talk about that blush category, if you will. Yes.

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Speaker 3: Because it’s not just birth control. You also sell condoms. Yes.

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Speaker 3: If my parents were in the room, I would certainly

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Speaker 3: be blushing. So you’re selling a lot of products that

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Speaker 3: are of a sensitive or personal nature, but this is

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Speaker 3: a big part of my body, my choice. And the

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Speaker 3: kinds of conversations that you need to have with the

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Speaker 3: retailers totally understand, but you also have to build the

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Speaker 3: the trust with the consumers. So how do you position

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Speaker 3: yourself in the market to build trust with consumers and

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Speaker 3: stand out from competitors? Because there are multiple ways to

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Speaker 3: prevent pregnancy and birth control is one of them, but

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Speaker 3: your competitive set is very different. What differentiates your product suite?

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Speaker 2: Really build a powerful message around access. Exactly what you

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Speaker 2: just said, Sarah. It’s my body, my choice. I now

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Speaker 2: have a way to tap into a product. that I

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Speaker 2: no longer have barriers around for accessibility. And it is

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Speaker 2: something that we’re seeing that relates to women across the U.S., right?

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Speaker 2: They now have another option, whether they think about it

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Speaker 2: from the perspective of sexual wellness or reproductive health or

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Speaker 2: sexual health or just contraception in general and having an

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Speaker 2: alternative method, the message of no hassle, you’re in control,

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Speaker 2: it’s really resonating much different than, say, a condom, much

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Speaker 2: differently than, oh, I actually have to go and get

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Speaker 2: an IUD or It really is, wow, I have something

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Speaker 2: that I can go into any store or click and

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Speaker 2: buy online. Again, I no longer have to have the

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Speaker 2: barriers of getting access to a product that can help

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Speaker 2: me in my everyday life. And so the message is

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Speaker 2: standing out. The position is standing out. It’s a different alternative.

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Speaker 2: It’s a great alternative. It’s no hassles, no worries, wherever

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Speaker 2: you go, wherever you are. And I think, again, the

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Speaker 2: team’s doing such a great job in building out personalized

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Speaker 2: experiences against key segments, right? So whether you’re a pill

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Speaker 2: switcher or a condom user or any other alternative method,

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Speaker 2: we’re being very smart in understanding the consumers that we have,

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Speaker 2: introducing the brand to them, watching how they’re discovering the

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Speaker 2: product and asking questions and connecting at the right and

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Speaker 2: different touch points and being smart about what we say

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Speaker 2: about the product, whether it’s through search or display or

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Speaker 2: sponsored ads, it’s a human conversation, right? And we’re trying

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Speaker 2: our best to take away the blush about it. It

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Speaker 2: is a part of everyday life. Very proud of the message,

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Speaker 2: the communication, how we’re strategically connecting across segments. I think

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Speaker 2: it’s resonating with consumers and All the different feedback from

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Speaker 2: the ratings, the reviews are so positive. Again, lives in

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Speaker 2: the space of no hassle, easy access. I can get it.

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Speaker 2: Thank you for breaking down some of the barriers that

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Speaker 2: I’ve had as a female, right? Again, it’s so awesome

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Speaker 2: to watch.

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Speaker 4: Opal is just one of the many thousands of SKUs

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Speaker 4: that fall under the Parago umbrella. Yeah. So like from

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Speaker 4: a resourcing investment and focus standpoint.

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Speaker 3: Yeah.

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Speaker 4: How do you decide where you and your team should

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Speaker 4: be focusing? Because I imagine not every SKU is made equal.

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Speaker 2: Every SKU isn’t made equal. And again, Parago, the majority

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Speaker 2: of our business is in store brand private label products.

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Speaker 2: And within that store brand private label product universe, there’s

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Speaker 2: a range of different retail partners and products in which

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Speaker 2: we are helping our retailers build. It’s no different than

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Speaker 2: a national brand. When you’re thinking about brand content, when

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Speaker 2: you’re thinking about where brands show up, when you’re thinking

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Speaker 2: about full funnel product pages, how do we create the

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Speaker 2: right ads? How do we think about shopability? We do

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Speaker 2: a lot of work on behalf of retailers. And we

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Speaker 2: do that based on where there’s the biggest opportunity on

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Speaker 2: what’s happening from a seasonality perspective or where consumers are

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Speaker 2: leaning in terms of products and categories that are resonating

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Speaker 2: in the U.S. We’re navigating such a dynamic and complex

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Speaker 2: consumer health space. Our organization has been very smart in

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Speaker 2: partnering with retailers to understand where there’s priority. And then

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Speaker 2: our team comes in and really thinks about how we

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Speaker 2: build that in the online connected space. It’s fascinating because

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Speaker 2: you can think about it as every retailer they’re doing

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Speaker 2: an amazing job of building their own brands. We have

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Speaker 2: the luxury of not only manufacturing those brands, but also

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Speaker 2: helping them build the.

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Speaker 1: Consumer experience with those brands.

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Speaker 2: And so it is an exciting journey because it’s now

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Speaker 2: somewhat of an expectation of, wow, you guys not only manufacture,

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Speaker 2: but you also create a digital marketing experience for my

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Speaker 2: consumers to help me drive traffic, to ultimately help me

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Speaker 2: drive sales. It’s all this value stream and we’re excited

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Speaker 2: to be a part of it. Before coming to Parago,

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Speaker 2: I was definitely a brand person.

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Speaker 1: I thought about brands. I thought about.

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Speaker 2: Page search and display and social media. And it’s no

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Speaker 2: different than what any given retailer wants to do in

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Speaker 2: building that brand experience and that brand loyalty. So it’s

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Speaker 2: a fascinating space to be in because we’re not only

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Speaker 2: strengthening our own brands like Anais and Nexon and Prevacid,

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Speaker 2: but we’re also helping to strengthen brands that are really

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Speaker 2: value brands for so many consumers across the US. So

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Speaker 2: we touch a lot of different pieces of that. What

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Speaker 2: a great company to be a part of.

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Speaker 4: Yeah. And just the diverse revenue streams, it puts you

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Speaker 4: guys in a great position when, uh, There’s a lot

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Speaker 4: of different headwinds coming after CPG.

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Speaker 3: Yeah.

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Speaker 4: I use that term loosely. Well, Lauren, we have to

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Speaker 4: ask you our famous last question, which is what’s the

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Speaker 4: bravest thing you’ve ever done?

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Speaker 2: I love the question, right? I had to sit and

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Speaker 2: think about it. You know, I’m so proud of different

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Speaker 2: things in my career. I’ve done a lot on leading

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Speaker 2: or being an executive sponsor in DE & I and.

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Speaker 1: Staying with organizations post-takeover.

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Speaker 2: I think one of the bravest things, and I had

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Speaker 2: to talk to my family about it. I was like,

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Speaker 2: what’s the bravest thing I’ve ever done, right? And I

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Speaker 2: do think it was when I was in Alphabev and

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Speaker 2: in the alcohol industry and really asking to take the

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Speaker 2: lead of digital and e-commerce marketing in the organization in

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Speaker 2: the U.S. And at the time, from an alcohol beverage perspective,

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Speaker 2: you can’t ship the product, can’t buy the product online.

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Speaker 2: There’s a significant amount of restrictions, but definitely saw that

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Speaker 2: as an opportunity space that we had never tapped into.

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Speaker 2: It paid off when it came to COVID, right? And

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Speaker 2: we’re all locked up. You saw all of those restrictions

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Speaker 2: loosen and our organization was very prepared for it. So

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Speaker 2: I’d always tell people, you know, take that leap of faith.

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Speaker 2: You have to be kind of brave to kind of

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Speaker 2: see where there’s an opportunity, take the reins and go

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Speaker 2: in it.

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Speaker 1: Eyes wide shut.

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Speaker 4: Yeah.

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Speaker 2: Because sometimes it really does pay off. So I’d say

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Speaker 2: that one would be the bravest.

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Speaker 4: Well, the market now tells the story. So great act

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Speaker 4: of bravery that shows up in the revenue. So that’s wonderful.

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Speaker 4: And Lauren, we’re so appreciative for you sharing your story

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Speaker 4: with us.

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Speaker 1: Thank you for allowing me to tell the Parago story.

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Speaker 1: Continue to watch. There’s a lot going on. So thank

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Speaker 1: you again.

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Speaker 4: If you want to spend more time thinking about overall

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Speaker 4: regulated industries, especially in the general pharma space, you can

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Speaker 4: go listen to our pal AJ from Bayer, or you

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Speaker 4: can go check out executives from Sanofi, both the Jeantienne

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Speaker 4: and Bas. Thanks for giving us your ear. If you’re

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Speaker 4: liking what you’re hearing, tell a friend, write a review.

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Speaker 4: Thanks for listening.

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Speaker 3: Hi, I’m Jackie Cooper, Global Chief Brand Officer at Edelman

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Speaker 3: and the host of Touch of Truth, a new podcast

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Speaker 3: launching on the Adweek Podcast Network. My dad gave me

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Speaker 3: this incredibly smart piece of advice, meet everyone once. As

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Speaker 3: a result, I’ve met some of the most fascinating and

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Speaker 3: inspiring people on the planet. Now on Touch of Truth,

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Speaker 3: we’re coming centre stage and sharing the mic to experience

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Speaker 3: stories of truth, insights and visions for the future that

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Speaker 3: will challenge your way of thinking.

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Speaker 1: Touch of Truth is available wherever you listen to podcasts.

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Speaker 1: New episodes come out every Tuesday. I do hope to

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Speaker 1: see you there.