Feminine hygiene brand Plush has launched what it calls 'Period Insurance,' a programme that offers users a refund if they experience rashes, irritation or discomfort while using the brand’s products for the first time. The initiative is part of the company’s campaign titled “Adjust Mat Karo, Plush Use Karo,” which emphasises the importance of comfort during menstruation.
As per details shared by the company, each product pack now includes a Period Insurance coverage card. First-time users who report discomfort or skin irritation can email the company to claim a refund. Plush stated that the initiative aims to address the widespread issue of period-related discomfort while encouraging women to choose products that prioritise skin health.
Ketan Munoth, Co-founder of Plush, said, “Periods already come with enough challenges. Women shouldn’t have to worry about their period products causing irritation or discomfort. With Period Insurance, we want to give women the confidence to try Plush products without any hesitation. This initiative is about providing reassurance, building trust, and making everyday period care more reliable and comfortable.”
According to the company, the process involves users emailing their concerns to care@plushforher.com, following which eligible refunds are processed. Plush stated that the initiative is an attempt to normalise conversations around comfort and move away from the notion of 'adjusting' to rashes or discomfort as a routine part of menstruation.
To promote the campaign, the brand is using user-generated content, influencer collaborations and on-ground activities. The campaign aims to show real-life instances of the Period Insurance process and raise awareness around safer, rash-free menstrual care.
Watch the Campaign here:
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