And then what followed was a mini pH care convention in the middle of the classroom. Most of us favored Cool Wind the most, but the consensus was that, it can be any variant, so long as it’s pH Care.
I have personally been a pH Care user for almost 10 years (?) (sorry I lost count I’ve just been loyal to pH Care for so long), that life really is incomplete without it. When they offered to send a kit over, it was definitely much welcomed, as pH Care is something I could preach about on and on and on.
They sent the items in this cute kit! I find the whole #GotYouGirl mantra very apt, because pH Care really has been there for us girls for so long. Why the affinity? I learned about why when I was in college.
Sooo back then, feminine wash was not an everyday item for Pinays. Usually, one used feminine wash after childbirth, during menstruation, or after sexy time. It came with sort of this stigma that wasn’t too good. And since it wasn’t something that was used everyday, people couldn’t really form steady habits with using feminine wash, and as such there wasn’t that much brand love. pH Care changed all that by creating a formulation that was optimal for everyday use, and deploying an all out launch campaign communicating the concept of ‘daily feminine hygiene’ that to consumers. The initial marketing managers of the brand put the brand in a position where it’s as essential as toothpaste or bath soap. I admire the first brand managers for they have been very very smart about what they did.
As pH Care was the first brand to enter the Philippines with an everyday equity, most people ended up growing into the process of using feminine wash everyday. In hindsight, I think that competitors are having a hard time catching up now because they cannot own the equity of having feminine washes for everyday use.