endota operates over 100 spas across Australia, developing skin care products for in-spa treatments.
According to Helen Robb-Lacey, endota’s head of education and training, who is responsible for creating treatments around its products, the intimate range was an extension to its skin care line.
“We have been around for 20 years, and it was a natural progression for us to not just look after the face and body, but the whole aspect of a woman, so we think it was time for us to venture into this area.”
The use of organic and natural ingredients is especially important, added Robb Lacey, who said the products had been recognised by COSMOS – the international certification for organic and natural cosmetics.
Women’s health expert and endota’s brand ambassador Dr Sandra Cabot said: “The vagina has a low pH, so it’s very important that the pH is right, otherwise you will get thrush or vaginal odour and other unhealthy bacteria growing there. These can travel higher up into your uterus and your fallopian tubes and cause pelvic inflammatory issues.”
One thing that can disrupt pH levels and mucus membrane in the vagina is the parabens and sulphates found in intimate washes in the market.
The pH level of the vagina is moderately quite acidic, between 3.8 and 4.5.
Robb-Lacey explained: “People don’t realise if something’s acidic, to keep the balance you need to add acid to it.”
endota’s intimate wash contains apple cider vinegar among other ingredients to help balance the moderately acidic environment, while inhibiting bacteria that causes thrush, odour or dryness.
For the breast oil, it is formulated with COSMOS certified natural oils including sunflower, grapeseed, jojoba and avocado, designed to encourage breast checks through regular massage.
The products took 18 months of research and testing to ensure the pH balance is appropriate and not causing any discomfort.
Marketing and sales channels
Intimate health has always been a taboo topic, so endota’s marketing strategy is focused on educating consumers through social media.
“We’ve been marketing our products with more of the why behind it, how to use it, and what’s in it,” Robb-Lacey told CosmeticsDesign-Asia.
“We feel that if we educate early on in a woman’s life, maintaining the intimate areas with the appropriate products, you can problems later on in life,” she said.
Both products in the intimate range are sold at endota’s spas, its online store and David Jones online site across Australia. They are also distributed in Canada and Thailand mostly through spas.
According to Yufang Mao, export manager at endota, there are plans to launch the intimate range in Malaysia and Singapore soon, and hopes to tap both online and offline channels.
endota also plans to add an intimate oil product to this range, which complements the intimate wash.
The new range comes after the recent launch of its clean beauty label called Clean by endota.
The firm delivers more than 750,000 treatments through its spas annually and has so far developed more than 180 products.