Petal Power is a women’s specific anti-friction cream used for cycling. The product is applied directly to skin in the crotch/perineum area to help reduce pain, chafing, and saddle sores that can occur as a result of heat and friction created by the bicycle seat during a ride. Petal Power not only provides comfort against chafing, it also has natural ingredients to help reduce inflammation and infection.
Our audience is female cyclists age 25 to 65. The women who would use this type of product generally fall into the “enthusiast” category, meaning they tend to devote a significant portion of their free time to cycling and it is part of their lifestyle. The vast majority of female cycling enthusiasts ride approximately 2 times per week or more.
Petal Power’s objective is to keep women cyclists comfortable and healthy on their bicycles. If women are more comfortable on their bikes, they will ride longer and more often. With more time spent on their bicycles, this will have a positive impact on their happiness, health, and spirit.
A secondary objective will be to educate women cyclists about the benefits of using an anti-friction cream. Due to its intimate nature, it’s not a product many women are aware of since their primary riding partners are often men.
Petal Power anti-friction cream is made with all-natural emollients and slip agents designed to provide a protective barrier on the skin to reduce pain associated with the friction and chafing that can occur during the course of a bike ride. The cream also contains many natural and plant-based ingredients known to have anti-oxidant and anti-inflammatory properties to help nurture delicate skin and reduce inflammation.
The tone of Petal Power’s logos and branding should be fun yet classy. Due to the intimate nature of this product, injecting some fun into the look and feel will be key. However, care needs to be taken to avoid coming across as too “corny”. Although it will be positioned as a premium product, Petal Power’s branding should feel warm, comfortable, and approachable.
Our competitors include DZ Nuts Bliss, Chamois Butt'r Her, and Hoo Ha Ride Glide.