What is Sales and Marketing Strategy of Essity Company?

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What drives Essity's sales and marketing?

Essity, a leader in hygiene and health, has significantly advanced its market position through a forward-thinking sales and marketing strategy. This approach is highlighted by key initiatives such as the 2024 introduction of TENA SmartCare, underscoring a dedication to digital innovation and tailored customer experiences.

Essity's evolution from its 2017 spin-off from SCA demonstrates a strategic pivot towards digital engagement and personalized solutions. The company now reaches about one billion people daily across 150 countries, a testament to its expanding market reach and effective distribution networks.

Essity's sales and marketing strategy is deeply rooted in understanding consumer needs and leveraging digital channels for greater impact. The company's approach involves a blend of traditional distribution with a robust omnichannel presence, utilizing data analytics to refine its outreach and product offerings. This focus on innovation and customer centricity is key to its success in the global hygiene and health market, as further explored in the Essity PESTEL Analysis.

Essity utilizes a comprehensive sales strategy that spans numerous channels to effectively reach its diverse customer base across approximately 150 countries. The company's approach is a blend of traditional and digital methods, aiming for broad market penetration for its Personal Care, Consumer Tissue, and Professional Hygiene products.

Online and Digital Channels

E-commerce platforms are a significant growth driver for Essity, enabling direct engagement with consumers and the collection of valuable data for personalized marketing efforts. This digital focus is central to Essity's business strategy.

Geographic Sales Distribution

In 2024, Europe represented 60.2% of Essity's net sales, with Latin America at 17.5% and North America at 16.9%. Asia accounted for 1.7%, and other regions made up 3.7%.

Strategic Partnerships and Growth Areas

Essity is actively forming strategic partnerships with healthcare providers and major e-commerce platforms, such as a new contract with Amazon starting in Q4 2025. The company is prioritizing growth in the fastest-growing sales channels and expanding its presence in North America and Latin America.

Adapting to Market Dynamics

The company's sales and marketing strategy involves adapting product offerings to local consumer preferences, particularly in emerging markets. This adaptability is key to Essity's market approach and overall growth strategy.

Omnichannel Integration and B2B Focus

Essity's sales strategy is increasingly focused on omnichannel integration, ensuring a seamless customer experience across all touchpoints. In the Professional Hygiene sector, despite a temporary dip in demand in North America during Q1 2025 due to reduced activity in hospitality, the company is seeing strong growth in strategic segments.

• Leveraging digital channels for data collection and personalization.
• Expanding reach through strategic partnerships with e-commerce giants.
• Adapting product portfolios for diverse regional consumer preferences.
• Focusing on high-growth sales channels for increased market penetration.
• Strengthening B2B sales in sectors like healthcare to enhance distribution.

Essity's approach to selling hygiene products is deeply integrated with its overall business strategy, aiming to build strong brand awareness marketing initiatives and customer relationships. Understanding Revenue Streams & Business Model of Essity provides further insight into how these sales channels contribute to the company's financial performance.

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Essity employs a robust marketing strategy that blends digital and traditional methods to build brand recognition, attract new customers, and boost sales. The company's approach emphasizes digital channels for enhanced reach and engagement.

Digital Marketing Focus

Essity leverages content marketing, search engine optimization (SEO), and paid advertising across platforms like Google, Facebook, and Instagram. Email marketing is also a key tactic for nurturing customer relationships.

Programmatic Advertising Growth

The company has increased its investment in programmatic advertising by approximately 15% in 2024. This move aims to improve targeting precision and overall campaign effectiveness.

Influencer and Expert Collaboration

Essity actively engages in influencer partnerships, collaborating with healthcare professionals and parenting bloggers. These collaborations help build trust and credibility for its brands.

Pioneering Campaigns

For over eight years, Essity's intimate hygiene brands have run impactful campaigns. Notably, they were the first to depict the true color of menstruation in television advertisements in 2017, aiming to change societal perceptions.

Data-Driven Personalization

Essity utilizes data analytics to segment its customer base and deliver personalized experiences. This data-driven approach is central to its digital marketing efforts.

Innovation and Digital Integration

The company integrates digital solutions across its operations, exemplified by the Tork EasyCube system. This system uses IoT for real-time washroom management data, enhancing efficiency.

Essity's marketing mix is continuously refined, with a strong emphasis on sustainability and product innovation. The launch of TENA SmartCare in 2024 highlights the company's commitment to digital transformation and personalized care solutions. Furthermore, Essity harnesses data analytics, artificial intelligence (AI), and the Internet of Things (IoT) to streamline its supply chain and boost manufacturing efficiency, reflecting a forward-thinking Essity business strategy.

Key Marketing Elements

Essity's marketing plan is multifaceted, incorporating digital outreach, influencer collaborations, and a commitment to social impact through its campaigns. This comprehensive Essity market approach aims to build strong brand loyalty and drive sales growth.

• Content marketing and SEO for online visibility.
• Paid advertising on major digital platforms.
• Email marketing for customer retention and engagement.
• Influencer partnerships with healthcare professionals and bloggers.
• Long-term campaigns addressing societal perceptions, such as those for intimate hygiene brands.
• Data analytics for customer segmentation and personalized marketing.
• Integration of IoT and AI for operational efficiency and product innovation.

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Essity positions its brands by focusing on improving lives through essential hygiene and health solutions, creating a distinct identity in a competitive landscape. This is communicated through an empathetic tone and a modern visual approach across its diverse product lines, including TENA, Libero, Bodyform/Libresse, and Tork.

Core Values and Consumer Appeal

Essity emphasizes product performance, comfort, and discretion, particularly in sensitive categories like incontinence care. The company aims to remove barriers to well-being for consumers, patients, caregivers, and customers.

Sustainability as a Differentiator

Sustainability is a key unique selling proposition for Essity. The company was recognized in S&P Global's Sustainability Yearbook for the third consecutive year in 2024 and as a CDP supplier engagement leader for the sixth consecutive year in 2025.

Market Leadership and Product Excellence

Over 70% of Essity's offerings are rated by customers and consumers as the best in the market, a testament to recent product innovations. The company holds the number 1 or 2 position in 90% of its branded sales.

Brand Consistency and Adaptability

Essity maintains brand consistency across all channels, with campaigns addressing real-world issues and promoting brand values. The company also adapts to evolving consumer sentiments, such as the growing demand from eco-conscious consumers for sustainable product lines.

Essity's commitment to sustainability is further underscored by its ambitious environmental goals. The company aims to achieve net zero emissions by 2050, with a specific target to reduce Scope 3 emissions by 35% by 2030, having already achieved a 21% reduction in 2024. This focus on environmental responsibility is integral to its overall business strategy and resonates with a growing segment of environmentally aware consumers. Understanding the company's journey can provide further context; a Brief History of Essity details its evolution.

Target Audience Connection

Essity connects with its audience by highlighting product benefits like performance, comfort, and discretion, especially in sensitive hygiene categories.

Sustainability Leadership

The company's inclusion in sustainability indexes and its CDP recognition reinforce its commitment to environmental stewardship and responsible business practices.

Product Quality Perception

A significant majority of Essity's products are recognized by consumers and customers for their superior quality, reflecting successful innovation and market understanding.

Market Dominance

Essity's strong market position, leading in 90% of its branded sales, demonstrates the effectiveness of its sales and marketing strategy.

Emissions Reduction Goals

Essity's ambitious targets for emissions reduction, including a 35% cut in Scope 3 emissions by 2030, highlight its forward-thinking approach to sustainability.

Brand Messaging

The company consistently communicates its brand values through campaigns that address societal issues and promote well-being, ensuring a cohesive and impactful message.

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Essity has executed several impactful sales and marketing campaigns in 2024 and 2025 that have significantly defined its brands and driven growth. These initiatives highlight the company's commitment to addressing societal issues and promoting well-being through its product offerings.

TENA's Destigmatization Campaigns

In 2024, TENA launched a campaign focused on destigmatizing incontinence through real stories and a compassionate approach. This was followed by the 2025 'Rethink Bladder Leaks' campaign, which aims to address the embarrassment women face, with 6 in 10 using incorrect products. Research from November 2024 indicated that 80% of women with bladder leaks felt ashamed, and 77% avoided seeking help due to stigma.

Tork's Focus on Professional Hygiene

Tork's 2024 campaign, 'The Power of Hygiene,' was designed to educate businesses and public spaces on the critical importance of professional hygiene solutions. This initiative reinforced Tork's market position by emphasizing health and safety standards in commercial environments.

Intimate Hygiene Brand Recognition

Essity's intimate hygiene brands, particularly Bodyform, achieved significant recognition, securing 6 Gold awards at the British Arrows 2025 for its 'Never Just a Period' campaign. This campaign also received accolades at the Diversity Brand Awards 2025 for challenging period-related taboos and misinformation.

Sustainability and Social Impact Campaigns

A key campaign in 2024 involved launching new sustainable product lines, emphasizing renewable materials and reduced environmental impact to attract eco-conscious consumers. Additionally, Libresse and Tork won a Gold Sabre Award for their 'Free Period Care Products in Schools – A Basic Right' campaign in the Nordics, showcasing a commitment to social responsibility.

These multifaceted campaigns, employing a blend of digital and traditional media, have led to increased engagement rates, a notable uplift in TENA product sales, positive media coverage for sustainable product lines, and a strengthened market position for Tork. They effectively demonstrate Essity's integrated approach to sales and marketing, aligning brand messaging with consumer values and societal needs. Understanding Marketing Strategy of Essity provides further insight into these successful initiatives.

TENA's 'Rethink Bladder Leaks' Reach

The 'Rethink Bladder Leaks' campaign is a social-led, global initiative utilizing film across TV, video-on-demand, and social media platforms to reach a wide audience.

Bodyform's Award-Winning Campaign

Bodyform's 'Never Just a Period' campaign garnered 6 Gold awards at the British Arrows 2025, highlighting its impact in challenging menstrual cycle taboos.

Sustainability as a Marketing Driver

New sustainable product lines launched in 2024 directly targeted eco-conscious consumers, reinforcing the company's commitment to environmental responsibility.

Tork's Educational Approach

'The Power of Hygiene' campaign by Tork educated businesses and public spaces, emphasizing the importance of professional hygiene solutions.

Social Impact through Period Care

The 'Free Period Care Products in Schools – A Basic Right' campaign by Libresse and Tork in the Nordics underscores a commitment to social equity.

Campaign Effectiveness Metrics

These campaigns have resulted in increased engagement, sales uplift for TENA, positive media for sustainability efforts, and strengthened Tork's market standing.

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