Lookin’ Good

Lighter-weight breast forms, gowns accented with lace, fashionable adaptive clothing, body-shaping products, wigs — today’s health care products for women must not only be functional. purveyors say, they must be attractive. “Many of my customers tell me that they would rather pay more for our gowns and feel and look nice than wear a cheaper gown that screams ‘hospital patient,’ or wear adaptive clothes that ‘make them look ancient,’” notes Annie Cholakian of Silver Moon Bay.

With women’s awareness of health issues increasing, this market also represents a growth opportunity, according to Jaimey Wilman of Action Bag Co. “In our current economic times, many see doom and gloom, but I see an opportunity for women’s health care providers to outshine the competition. Servicing niche markets and differentiating yourself from other providers are keys to successful market growth.”

To pinpoint additional trends in the women’s health sector, HomeCare asked some of buying group Essentially Women’s partners to give us their thoughts, and you’ll find them throughout this section.

“Personalized care with a less sterile feel is a growing trend in women’s care … It is about creating an atmosphere where women feel comfortable to ask questions, get information and feel confident that they are a name and not just a number. You see this trend rising up in many breast cancer care boutiques and shops. These retail centers look more like a living room than a doctor’s office with plush furniture, welcoming fitting areas and warm and friendly staff who know each woman by name.”

— Jaimey Wilman, marketing manager,Action Bag Company

“As breast surgeries are trending toward lumpectomy, the market is evolving to meet patient needs, with high-quality symmetry shapers and partial breast forms now being redesigned. Advanced features are being added to these partial forms: technologies like temperature-equalizing material to balance body heat in the chest area, and pinpoint-accurate tapered edges to create seamless contours. Shapers are being recommended not only to breast cancer survivors but to any woman with breast asymmetry.”

— Valerie Esquilla, Breast Forms and Textiles product manager, Amoena

“Products that sell particularly well are those which address breast health, lymphedema issues and generally any garment which addresses health, comfort and the shape of women. Shaping products are filling a huge need that has existed for a long time. Shapers of all sorts (midriff, leggings, bust shapers, etc.) all are popular.”

— Yvonne Hogenes, president, TAB Custom-Fitted Bras and Shapewear

“Wigs are a missing link to generating more revenue. Providers are operating under some misconceptions that prevent them from carrying wig lines. Often providers feel they need to be licensed cosmetologists or invest large sums of money to get started, but that is simply not the truth.”

— Sandy Carpenter, business development consultant, Gemtress

“The biggest trend that I see in women’s health is that more and more women are becoming aware of the benefits of taking better care of not only their bodies but also their minds and spirits. Not only should health products work, they should be convenient and attractive.”

— Gale Donovan, creator/founder, Renewing You

“Statistics show that new targeted therapies, while they help prolong life, may cause increased skin-related side effects which patients deal with on a daily basis. Patients on cancer treatment have special skincare needs not met by common products in the marketplace. Studies indicate that compromised skin often affects the quality of life and also may take an emotional and psychological toll on patients.”

— Lindy Snider, CEO and founder, Lindi