Julie (brand)

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Julie is a healthcare company that markets an "easily accessible" emergency contraception pill. It was created with the intention of reducing the stigma around buying emergency contraception to younger and more modern audiences.[1] The product launched September of 2022 and uses the ingredient, Levonorgestrel.[2] In addition to helping consumers make informed decisions, Julie donates a box with every purchase to areas that do not have access to reproductive healthcare.[3]

Origin[edit]

Julie was founded by Amanda E/J Morrison and co-founded by founders of the pimple patch brand Starface - Julie Schott and Brian Bodainick.[4] Morrison previously co-founded Mented Cosmetics, a brand that caters to women of color within the beauty industry. In an interview with Black Enterprise, she noted the observation of women wanting to feel understood and seen within their community. She applied her experience in cosmetics to the idea that there is not much access and education surrounding emergency contraception.[1]

Ideation for Julie began in Fall 2021. Before Julie, Morrison was moved by misinformation about emergency contraception that was spread without control. Emergency contraception (‘morning-after”) pills are often confused with abortion pills. Julie aims to normalize emergency contraception conversations and education so people feel comfortable talking about it.[3] The product specifically targets younger and more modern audiences. The main goal is to make sure women know the importance of the morning after pill and making it accessible with products that are easy to find and take.[1]

With the overturning of Roe v. Wade in 2022, options for family planning were reduced, especially for women of color. Additionally, already-existing inequalities in healthcare were worsened.[5] Morrison wanted women to be completely aware of their options when it came to preventing unwanted pregnancy.[1] Julie’s creators are also experienced in the market, and it was created with a focus on Black women.[4][5] This focus was largely due to a CDC study that indicated non-Hispanic Black women are less likely to use emergency contraception than non-Hispanic White and Hispanic women.[6]

Julie also aims to be the biggest donor of emergency contraception, and they donate a pill for every one that is sold.[1] They donate to organizations that include domestic violence, indigenous groups, Historically black colleges and universities (HBCUs), etc.[5]

Availability[edit]

Julie is a non-prescription drug that is available to purchase in 50 U.S. states; it is sold at 5,600 CVS stores and 1,500 Target stores.[2] Also, the Julie brand released a two-contraceptive pack to provide extra availability to consumers, after the overturning of the Roe v. Wade case.[7]

Marketing[edit]

[edit]

Julie uses TikTok and video commercials to educate viewers about their product and also debunk sexual misinformation.[8] Julie launched a TikTok-video campaign and influencer promotions in 2022 as part of their marketing strategy.[8] Using TikTok as a way to educate and advertise to their audience, is part of a “refresh…with a perspective shifted toward a younger consumer.”[1] With easy to understand and access content, the company aims to normalize using their product and give consumers the knowledge to make informed decisions.[1]

Julie’s “Your Friends with Benefits” commercial aired in April 2023 with the launch of the two-pack of the Julie emergency contraceptive pill.[9] The commercial depicted two women both in need of the pill at the same time, arguing over the last box.[1] The advertisement was designed to “to tell [this] story in the most compelling, relatable way possible.”[9] A month after airing, it had garnered 7,612,000 impressions on various TV streaming platforms, 9.4 million views on TikTok, and 60,000 views on Instagram.[9]

Packaging[edit]

The pill comes packaged in a blue box with the brand name, "Julie," in large pink letters. The colorful packaging was designed with the intent of eliminating a “second walk of shame” that people may experience when they have to purchase the pill.[8] Amanda E/J Morrison says in an email to Black Enterprise: “What we’re trying to do is give you a little confidence in that walk. Let’s give you a box that’s as beautiful as the other personal care products you’re gonna pick up.”[1] On the back of the box, there is a QR code that leads consumers to frequently asked questions on the Julie website so that they can quickly receive information about the product.[8] As for the motivation for the name of the brand, a professional at Julie said: “We knew we wanted it to be a woman’s name, and during focus groups, someone said, ‘Everyone knows a Julie. She’s friendly.’ And we thought that’s perfect!”[1]

References[edit]

  1. ^ a b c d e f g h i j Jackson, Stacy (2022-10-28). "Understanding the Needs of Women: This Black Woman Founded a New Morning After Pill Brand". Black Enterprise. Retrieved 2023-09-27.
  2. ^ a b Kavilanz, Parija (2023-04-03). "Morning after pill brand speeds up retail access, doubles supply per pack | CNN Business". CNN. Retrieved 2023-09-27.
  3. ^ a b "About - Julie". juliecare.co. Retrieved 2023-09-20.
  4. ^ a b "How Julie Is Taking Back The Narrative Around Emergency Contraception". The Zoe Report. 2023-03-01. Retrieved 2023-09-27.
  5. ^ a b c Hutson, Darralynn (2022-10-19). "'Julie,' The Newest FDA-Approved Morning-After Pill, Was Created By A Black Woman". BLAC Detroit. Retrieved 2023-09-27.
  6. ^ "Products - Data Briefs - Number 112 - February 2013". www.cdc.gov. 2019-06-07. Retrieved 2023-10-08.
  7. ^ "Roe v. Wade". Center for Reproductive Rights. Retrieved 2023-10-09.
  8. ^ a b c d Lieber, Chavie (2022-09-27). "The Morning-After Pill Gets a Gen-Z Rebrand". Wall Street Journal. ISSN 0099-9660. Retrieved 2023-09-27.
  9. ^ a b c "Julie: Your Friends with Benefits - The Shorty Awards". shortyawards.com. Retrieved 2023-09-27.
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