This interview features Yuan-yi Chen and Fiona Shih, the founders of the brand Good Moon Mood (called Go&Move now). The name "Good Moon Mood" comes from "good to discuss mood," reflecting their desire for everyone to have a good mood during their period. They see their brand as a character, a person who loves menstruation and helps others live a better period life.
Their product line includes menstrual cups and discs (as retailers), and their own brand of cloth menstrual pads, period underwear and incontinence panties, underwear detergent, and sterilizing tablets.
A core philosophy highlighted is that people should know and try different menstrual products. The aim is to use these products as assistance, rather than having to change one's life to fit a certain product.
They specifically discuss their period underwear, emphasizing that in Taiwan's hot and humid weather, sanitary pads can be stuffy and cause rashes. Their period underwear, made with functional fabric, are very thin and breathable. The bottom layer is as thin as a credit card but can replace three to six sanitary pads, making them good for the environment. The fabric is antibacterial, meaning they don't necessarily need to be changed every 2-4 hours like pads, and can often be worn the whole day. They use a very high level leak-proof layer that allows sweat out but keeps liquid in, helping you feel dry.
The development journey involved finding functional fabric in Taiwan, known for its manufacturing capabilities. They discovered that foreign brands weren't suited for Taiwan's weather. A significant innovation was developing a patented leak-proof design, which happens in other brands when stitching punctures the waterproof layer. They applied for a patent for this structure, enabling them to create the thinnest period underwear in the world with functional fabric. Testing prototypes involved sharing and wearing the underwear during menstruation to truly understand the feel and absorbency.
Their marketing strategy focuses on making the transition easy – telling people "you know how to wear underwear, so you know how to wear period underwear". They also focused on improving the product over time, notably expanding sizing from M/L to S to XXXL to cater to different body shapes. Collaborating with influencers who share their personal experiences has been crucial in helping people understand how the product works and decide if it fits their needs.
The founders touched upon FemTech (feminism technology), highlighting that women are creating technology for women. They believe that life technology is changing a lot, even if technology is often associated with computers or mechanics. Taiwan's strength in manufacturing provides resources for people who want to innovate and try new things, regardless of gender.
The business timeline included six months researching importing foreign brands before deciding to launch their own panties. It took one year to develop and launch the product, facing challenges with finding materials and factories unfamiliar with their innovative structure. Before launching, they built a community and conducted user researc. They had a successful pre-order phase, selling 35,000 pieces in 3 days, which highlighted the need to prepare their supply chain.
The current challenge is reaching potential customers who know about period panties but haven't yet tried them, exploring their barriers through user research.
The overall philosophy conveyed by the founders includes:
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Empowering individuals through choice: Offering a range of menstrual products so people can choose what fits their life and different situations.
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Improving life quality during menstruation: Making periods easier, more comfortable, and less restrictive (e.g., not having to change frequently, feeling dry).
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Innovation driven by personal need: Using their own experiences and understanding of women's bodies and needs (especially in the local climate) to develop better solutions.
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Accessibility and inclusivity: Designing products and offering a wide range of sizes to ensure everyone can access a better period experience.
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Advancing "Life Technology": Recognizing and contributing to technological innovation that directly improves daily life, particularly for women.
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Sustainability: Offering environmentally friendly alternatives like reusable cloth pads and period panties that reduce waste.
