Today on Chill, we talk to Victor Castro, soon-to-be Vice President of Growth & Digital Product at Bonafide Health, about the brand’s journey, the “big” conversation, and how they manage to maintain traction.
Bonafide Health LLC is a North American healthcare provider that aims to provide powerful natural remedies for the common symptoms that often impact women’s lives, “from PMS to Menopause and everything else along the way.” Bonafide’s vitamins and minerals, which are also available as supplements to the key products, are marketed as “all the essentials for feeling good without compromise.”
The Bonafide product range is advertised as “safe and hormone-free” and “is backed by experts with experience in medical drug discovery, clinical research, and patient advocacy.”
Essentially, the company’s unique selling point is that it has started a candid conversation globally about women’s health issues, which is long overdue.
The Chat
In a world where it feels like we are bombarded daily by information about everything, everyone, and every place, PMS, menopause, and their various symptoms are surprisingly still very much taboo subjects. Bonafide plans to expand the conversation with determination: it is determined not to sugar-coat the symptoms, products, or solutions; it is determined not to use euphemisms; and it is determined to challenge the fact that female sex organs are forbidden SEO keywords, filtered to block their use in marketing information not only on the internet but also on platforms such as Instagram and Facebook!
Bonafide isn’t the only company facing this barrier to marketing content. It could well be joined by brands that sell sex toys and feminine products in lobbying the digital platform providers to change their current processes and allow adults to have grown-up conversations, information, and choices, all while ensuring children are still protected from seeing age-inappropriate information.
Bonafide does not want to be pushed into a private group to continue this very important conversation. This brand has the courage of its convictions and wants to provide its growing audience with a safe space for communication, a trusted resource for education, and an environment where people can talk about their symptoms freely.
