Article by By YUTAKA SUZUKI of the Asahi Shimbun
The OiTr dispenser provides free sanitary pads to users with a dedicated app on their smartphones. (Provided by OiTr Inc.)
Two men have started a business centered on an issue that they previously knew nothing about.
OiTr Inc. has installed more than 2,000 sanitary-pad dispensers in restrooms at commercial complexes, public facilities, colleges and elsewhere around Japan.
Taichi Omura, 36, president of OiTr, and Toshihiko Iizaki, 60, executive director, said the company’s goal is to narrow the gender gap in society while ensuring. profitability.
“It is only natural that men should be involved in efforts to resolve the gender issue because our male-dominant society has helped create that gap,” Iizaki said. “Eliminating bodily differences is impossible, but easing the burden on women as much as we can is possible.”
At their main office in Tokyo’s Minato Ward, the two executives showed how OiTr, the name of the white dispenser machine, works.
OiTr is 30 centimeters high, 30 cm wide and 13 cm long. When its sensor detects a toilet user, a video advertisement appears on its liquid crystal monitor.
The user can download a specialized app on her smartphone via a QR code. When the phone is moved close to the dispenser, a sanitary pad is discharged.
Women can obtain the pads for free because the product’s purchase costs are covered by ad revenue.
Since 2020, when the project started, 2,389 dispenser machines had been set up at 175 places throughout Japan as of the end of November.
PLEAS FROM WOMEN
Omura had been considering starting a business to improve women’s quality of life while Iizaki wanted to engage in activities that contribute to society.
They joined forces to address health-related aspects of the gender gap.
In their research, they met a woman who complained that sanitary items were not readily available at restrooms, like toilet paper rolls.
They also heard from a woman who suddenly menstruated at a restroom and had to use toilet paper as an emergency measure until she could buy pads at a convenience store.
Women’s periods can arrive at any time, but it is difficult for them to always carry around pads.
Omura and Iizaki also learned about needy individuals who could barely afford feminine hygiene products.
“Many people are suffering from physical problems associated with menstrual pain,” Omura said. “They want to take days off work due to menstruation, but sharing such issues with unsympathetic bosses is psychologically tough.”
Omura and Iizaki said they first had to acknowledge “knowing nothing” about the subject. They had never previously bought any hygiene articles for women.
After collecting objective data to design their service, they decided that the machine would provide “large capacity pads for daytime use.”
They also decided the video ads should last two minutes, based on statistics on how long women usually stay in restrooms.
The same woman can receive a new pad from the machines every two hours, the changing time recommended by sanitary goods makers.
ADVANTAGEOUS TO EVERYONE
The big question for the company was whether the pad-dispensing machines would prove “friendly” to three parties: users, advertising clients and facility operators.
According to Omura, advertisements watched in an extremely personal environment, like a restroom stall, have high recognition rates, meaning they can reach far more consumers.
In addition, the machines are highly valuable as an advertisement medium because the viewers in this case are limited to women, so advertisers can easily target a specific group of consumers.
The project also attracts sponsors because the public looks kindly on advertisers that are committed to narrowing the gender gap.
Commercial facilities with the pad dispensers have noted an increase in customer satisfaction.
Omura described their endeavor as a “business model advantageous to users, advertisers and facility operators.” OiTr defines these advertisers and establishments as “socially good partners.”
“We will realize an ideal society where everyone in need can get feminine hygiene products,” Iizaki said. “We will continue thinking about how to create an even better society.”