NEW YORK — Most moms have ‘‘the talk’’ with their daughters about their periods. Now the Poise feminine hygiene brand is initiating a ‘‘second talk’’ with women — this time, about menopause.
On July 23, Poise is rolling out a line of products that target 50 million American women who are or will soon go through menopause. Priced between $3.99 and $7.99, the line includes lubricant, feminine wash, and cooling towelettes and roll-on gel for women having hot flashes.
It’s a move by consumer-products maker Kimberly-Clark, which owns Poise, to expand the brand beyond its line of pads for incontinence. But introducing new consumer products is tough since most people tend to be loyal to brands for decades. Not to mention that some doctors say many of the products Kimberly-Clark is rolling out are not particularly useful to women going through menopause.
Feminine washes are usually not recommended by many doctors, says Dr. Lauren F. Streicher, a gynecologist and assistant professor of obstetrics and gynecology at the Feinberg School of Medicine in Chicago. And products that mask vaginal odor could cause people to not treat what is causing that symptom in the first place, she said.
‘‘The idea of covering it up with a freshener is an inappropriate approach,’’ Streicher said. ‘‘I’m thrilled people are paying attention, but I don’t want to see people taken advantage of.’’
In the United States, Kimberly-Clark created a TV, print, and online marketing campaign that focuses on ‘‘The Second Talk.’’
In TV and print ads, which begin running on July 30, women describe the symptoms of menopause and the need to discuss it.
Kimberly-Clark says that the campaign and the products are an attempt to open up a dialogue about menopause. That’s something the company says women say they long for.