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Essity
How did Essity transform into a purpose-led hygiene leader?
The shift from commodity paper to purpose-driven hygiene reshaped Essity’s identity, highlighted by the Blood Normal campaign and a focus on wellbeing. Since the 2017 spin-off from SCA, Essity—headquartered in Stockholm—prioritized branded, high-margin health and hygiene solutions.
Essity moved from retail-heavy, private-label tissue production to omnichannel branded products like TENA and Tork, integrating digital services, sustainable innovation, and data-driven marketing to lead in over 150 countries and a 150 billion SEK market. Read more: Essity Porter's Five Forces Analysis
How Does Essity Reach Its Customers?
Essity employs a multi-channel sales strategy combining high-volume retail partnerships, a growing e-commerce presence, and a service-led B2B Professional Hygiene channel to drive branded and medical solutions sales within its 147 billion SEK revenue base.
Digital Commerce Expansion
Essity's e-commerce share rose to 18 percent of net sales in 2025, up from 15 percent in 2023, driven by marketplaces and DTC growth.
Direct-to-Consumer Focus
DTC channels for TENA and Modibodi enable subscription models and capture first-party data to increase customer lifetime value and personalization.
Retail Partnerships
Essity maintains premium shelf positions with global retailers such as Walmart, Carrefour and Tesco, supporting high-volume branded sales across consumer tissue and personal care.
Professional Hygiene & B2B
The Tork-led Professional Hygiene segment sells through wholesale distributors and FM partners, shifting to integrated solutions including dispensers, refills and digital cleaning software.
Strategic portfolio moves in 2024–2025 reduced exposure to lower-margin private label in select regions, reallocating resources toward branded lines and medical solutions, supporting Essity's sales and marketing strategy and brand positioning.
Channel Performance Highlights
Key channel metrics and shifts reflect Essity's go to market strategy and sales priorities.
- E-commerce: 18% of net sales in 2025, up from 15% in 2023.
- DTC growth: subscription penetration and first-party data capture for TENA and Modibodi.
- Retail: sustained premium placement with major global grocers driving volume.
- Professional Hygiene: service-led B2B offerings with digital cleaning software add-on sales.
For context on corporate direction and values that inform channel choices, see Mission, Vision & Core Values of Essity
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What Marketing Tactics Does Essity Use?
Essity’s marketing tactics blend digital transformation and data analytics with traditional media to drive both B2C and B2B growth, allocating increasingly more budget to targeted digital channels and content that educates and destigmatizes health topics.
Digital-first media mix
By 2025 Essity directs over 55 percent of its media spend to digital channels, prioritizing programmatic, social and paid search to capture intent-driven traffic.
Content marketing in Personal Care
Educational campaigns for incontinence and menstruation reduce stigma and lift organic search; owned content drives long-term traffic and trust for TENA and other brands.
SEO and paid search
Robust SEO plus paid search capture high-intent consumers searching for health solutions, improving conversion rates and lowering cost-per-acquisition.
Influencer and HCP partnerships
Collaborations with healthcare professionals and wellness advocates extend reach on Instagram and TikTok, enhancing credibility among niche demographics.
Data-driven segmentation
Audience targeting has shifted from demographic to behavior-based personalization, improving campaign ROI and lifetime value for core segments.
Integrated offline–online tactics
Mass-market tissue brands use TV and print for reach, integrated with QR codes and digital CTAs to drive online engagement and measurable responses.
Technology and product-led marketing
Essity leverages product data and AI to create marketing assets and sales leads: Tork Vision Cleaning data powers predictive maintenance offers for B2B clients while sentiment analysis monitors trends in real time.
- Uses Tork Vision data as a lead-generation and upsell tool for professional hygiene solutions.
- AI-driven sentiment analysis enables rapid message pivots during health crises or economic shifts.
- Behavioral personalization increased engagement metrics across campaigns by double-digit percentages in recent pilots.
- Bridges Essity sales strategy and Essity marketing strategy through unified CRM and marketing automation stacks.
Essity’s marketing tactics align with its Essity business strategy and Essity go to market strategy by combining digital spend optimization, content-led education in Personal Care, B2B product data monetization, and integrated offline-to-online campaigns to sustain brand positioning and segmentation efforts; see industry context in Competitors Landscape of Essity.
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How Is Essity Positioned in the Market?
Essity positions itself as a global leader in hygiene and health, combining functional superiority with a strong sustainability promise and a bold tone that breaks social taboos.
Global leadership and purpose
Essity frames hygiene and health as essential to well-being, emphasizing high-performance products and an empathetic, scientific, courageous tone to build trust across consumer and professional segments.
Sustainability as differentiation
The brand highlights its MSCI AAA ESG rating (maintained in 2025) and sustainability claims to attract eco-conscious buyers and support Essity marketing strategy and Essity sales strategy narratives.
Tiered brand architecture
Essity uses a multi-tier structure: TENA targets dignity and empowerment in incontinence care, while professional brands like Tork target efficiency and sustainable operations for B2B customers.
Consistent visual and purpose alignment
Unified visual identity and explicit alignment with the UN Sustainable Development Goals ensure brand consistency across digital, retail and professional touchpoints, supporting Essity go to market strategy.
Brand tactics and competitive response focus on innovation, acquisitions and clear customer segmentation to protect market share and grow into new categories.
Incontinence leadership
TENA is positioned as the world leader in incontinence care with marketing that emphasizes dignity, clinical efficacy and caregiver support to drive category penetration and premium pricing.
Professional hygiene focus
Tork targets facility managers and healthcare customers with efficiency, cost-per-use messaging and sustainability metrics, reinforcing Essity B2B sales approach for healthcare and facility segments.
Sustainable product innovation
Rapid moves into reusable hygiene, including the acquisition of Modibodi, position the company as a pioneer in sustainable alternatives and diversify Essity product portfolio against shifting consumer sentiment.
Data-driven segmentation
Customer segmentation blends demographic, situational (e.g., eldercare, maternal care) and professional procurement needs to tailor messaging and distribution—key to Essity customer segmentation and Essity market penetration strategy for emerging markets.
ESG metrics in marketing
Marketing leverages measurable sustainability claims: recycled-content shares, lifecycle emissions reductions and the MSCI AAA rating in 2025 to convert eco-conscious buyers and support pricing power.
Omnichannel distribution
Essity integrates retail, e-commerce and direct B2B channels with category-specific GTM tactics; this supports Essity distribution channels strategy and drives cross-sell between consumer and professional brands.
Key positioning outcomes
Measured results tie positioning to commercial KPIs and brand equity.
- 2025: Maintained MSCI AAA ESG rating, used in consumer and investor communications
- Acquisition-led innovation (e.g., Modibodi) to capture reusable hygiene trends
- Clear B2B/B2C segmentation boosting both professional and consumer sales
- Consistent UN SDG alignment across global campaigns to reinforce purpose
For deeper audience and segment analysis see Target Market of Essity
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What Are Essity’s Most Notable Campaigns?
Key Campaigns highlight Essity’s blend of clinical credibility and social advocacy, driving measurable brand lifts and engagement across consumer and professional segments.
Last Lonely Menopause
The TENA 'Last Lonely Menopause' campaign used long-form emotional storytelling, social engagement, and partnerships with menopause activists to address isolation during menopause; it delivered a double-digit lift in brand favorability and reinforced TENA’s supportive health positioning.
Tork Office Return 2024–2025
The Tork initiative targeted facility managers with data-driven hygiene insights showing links between superior protocols, employee confidence and productivity in post-pandemic offices, aiding Essity go to market strategy for professional hygiene.
Bodyform/Libresse #Periodsomnia
The award-winning #Periodsomnia campaign combined high-production visuals and relatable storytelling to reach younger consumers, achieving over 100 million impressions and strong spikes in engagement and market share among Gen Z.
Integrated Outcomes
These campaigns align with Essity marketing strategy by pairing clinical efficacy with advocacy, generating measurable KPIs: favorability lifts, impression milestones and increased loyalty across consumer and B2B segments.
Key lessons from these campaigns inform Essity sales strategy and Essity brand positioning: authenticity, data-backed claims, and targeted segmentation drive both social impact and commercial returns.
Campaign Outcomes
Measured results included a double-digit brand favorability lift for TENA and over 100 million impressions for #Periodsomnia.
Audience Targeting
Strategies combined consumer and B2B targeting—facility managers for Tork and younger consumers for Libresse—reflecting Essity customer segmentation and B2B sales approach for healthcare.
Channel Mix
Mixes included long-form video, social media engagement, activist partnerships and data-led B2B content, consistent with Essity digital marketing strategy analysis and distribution channels strategy.
Brand Positioning
Campaigns repositioned products as health partners rather than commodities, strengthening Essity brand positioning and long-term loyalty metrics.
Evidence-Based Messaging
Tork’s evidence-backed claims tied hygiene protocols to productivity, supporting Essity sales force effectiveness program and B2B promotional strategy for professional hygiene.
Strategic Impact
Bold, authentic communication delivered market share gains and engagement increases while integrating sustainability and clinical credibility into Essity marketing objectives and key results.
Actionable Takeaways
Campaign mechanics that scaled best for Essity sales strategy and Essity marketing strategy:
- Combine emotional storytelling with clinical evidence to improve conversion and trust
- Use targeted B2B data assets to influence procurement and facility decision-makers
- Engage activists and community voices to enhance authenticity and earned media
- Leverage high-production creative for younger audiences to boost long-term loyalty
For deeper context on corporate revenue and how these campaigns tie into broader monetization, see Revenue Streams & Business Model of Essity.
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