95雙語雜誌：凱娜品牌故事專訪

2012-02-10

文 / 凡妮莎

95雜誌報導

▍專訪棉條教主凡妮莎：她的熱情，改變了台灣女人近四分之一的人生

凡妮莎，一個七年級女生，為了幫助女性減輕生理期間的不適，用她過人的毅力持續在個人部落格上分享關於衛生棉條的使用經驗，也因此得到〔棉條教主〕的封號。除了6年來不斷的推廣和演講，她更勇於突破台灣市場對於棉條進口的種種限制，獨自前往以色列引進較為方便和衛生的導管式棉條，並於2010年自創品牌凱娜（Kira）。因為她的努力，讓台灣女生們從此可以多一種選擇，得以在生理期間展現更多的優雅和自信。

▍大學時代的思想啟蒙

想了解凱娜背後的故事，首先要從凡妮莎的成長背景開始。大學時代主修教育的她，是當時女性自覺社的社長。她回想在社團裡所學到最重要的，是女人對自身的態度「它讓我知道我們也可以像男生一樣勇敢獨立，也教會我身為一個女人，要去爭取對自已有用的東西，並且造福其它的女人。」

在她之前幾屆的女性自覺社所倡導的是比較激進的女性主義，反抗當時父權的保守體制之下對女性造成的箝制，所以早期的社員總是和異姓間存在一種緊張的氣氛。但漸漸地，觀念開始改變了「我們開始關心男女之間如何和平共處，因為世界上的男女比例原本就是一半一半，為什麼非得把男生排除在外呢？由於改變了思考的角度，我們之後的學弟妹反而感情更好更融洽，到現在超過十年了都還有在聯絡呢。」

基於女人對身體的自覺，她對生理期有著很正確的認識，為了擺脫衛生棉墊造成的悶熱、異味或滲漏等種種不適，她很早就試用過指入式衛生棉條，但它在置入的過程中容易磨擦造成疼痛，「加上女生一緊張就身體會夾緊，愈夾緊就愈痛…於是就對它產生了恐懼。」後來朋友從美國帶回導管式棉條，才開始知道有這種好用的產品。到了大四那年去美國當交換學生，在當地發現這種產品居然這麼容易取得，她深深受到震憾。「那時我真的覺得台灣女生好可憐，國內買不到的導管式棉條，在國外居然多到可以鋪滿量販店一整牆的貨架，滿滿的一整片都是。」

▍立下夢想，勇敢實踐

開始使用棉條之後，她感到生活產生了巨大的改變「用了棉條之後，才知道生理期也可以睡大字形，也可以穿裙子逛街，再不用擔心異味和悶熱，從此我的人生好像變成彩色的一樣，每天都有愉快的心情！」基於造福女性的精神，她從2003年開始相繼成立小棉條兒電子報和部落格，分享棉條的相關知識和取得情報，一直到今天板上都還不斷有新的討論。「慢慢的有愈來愈多人也開始好奇和詢問，於是我產生這個想法，何不把這種產品引進台灣，讓更多女生容易取得呢？」

於是她積極和美國知名的品牌Playtex洽談合作代理，開始時十分順利，後來甚至連上市時間都安排好了，這時卻傳出該品牌轉賣給另一個集團的消息。

考量到之後可能發生的市場衝突，凡妮莎只得忍痛放棄所有的努力。後來她意識到只要停留在代理商的角色就可能遇到這樣的問題，於是決定自已成立品牌，從源頭開始引進產品。經由廠商的介紹後聯絡上全世界最大的棉條製造商，就是現在位於以色列的合作伙伴。

「我覺得生命裡有一連串不可思議的巧合，把我和棉條的事業給連結在一起，比如說，因為我是唸教育的，所以將文字知識轉換成多媒體，或是搜尋國內外的文獻資料、FDA的公開聲明稿等的操作原本就駕輕就熟；加上家裡是做國際貿易的，耳濡沐染下很容易就掌握了進口下單的要訣，加上我後來親自跑了一趟以色列，看過之後就更覺得放心了。」

▍獨闖以色列，打開市場大門

聽她談起去以色列的經歷，才知道這個地狹人稠、戰爭連連的國家居然在發展醫療器材的科技上領先全球。拜戰爭之賜，諸如電腦，生化科技等方面也得到政府支持而高度發展，而衛生棉條洽屬於醫療器材的一種，製造商必須取得多項嚴格的ISO認證才能生產；猶太人凡事要求精準的社會文化，也讓商業上產生良好的互動。「常常在我發現問題前他們就會主動提出並負責解決，這種負責的態度和生意上的禮貌，是讓我放心和他們做生意，並成為長期夥伴的主要原因。」

旅途中，她必須安排自已的行程、食宿和語言上溝通的問題。完成走訪以色列的壯舉返台後，家人和朋友都說她的眼神看起來不一樣了。「我想是因為自已完成了這次勇闖天涯的任務，做了某件大家原本以為你做不到的事情，最後還能活著回來的原因吧…哈哈」

但挑戰不止如此，和廠商達成合作關係之後，她要面對的是更為複雜的文件申請流程。由於不同國家間的文化差異，使得往來文件協商上有著重重的困難。在國外已被廣為使用的棉條，引進台灣時卻要接受十分嚴謹的考核，保守社會文化下的市場反應又很冷清，因此數十年來沒有任何大品牌願意花時間做這種吃力不討好的事。

為了拿到衛生署核發的許可證，往來文件的過程花了至少一年半的時間，一張張A4文件堆起來的高度都超過一個30公分的洋娃娃屋。光是翻譯文件所花的心力不說，舉凡像是吸收力、棉花來源及產地，棉線的耐拉力測試，甚至涉及商業機密的製造成分、製造廠商股東結構等等都被要求詳細瑣碎的說明，「如果不是靠著和廠商建立起來的信任關係，很可能早就死在這一關了！」

皇天不負苦心人，兩年後的某天，凡妮莎終於接到衛生署電話，通知她可以領證。「我還記得拿到的那天，手裡捧著那張深橘色的許可證興奮的跑去見我爸爸。我開心發傻的問說，『我們拿到了！那接下來呢？』爸爸回答說：『趕快開始賣呀！妳不知道已經欠很多錢了嗎？』」被爸爸這麼一說她才如夢初醒，趕緊開始和各個零售通路聯絡。

▍樂觀面對市場競爭，不怕種樹給後人乘涼

成功敲開台灣導管式棉條的大門之後，隨之而來的，是挾帶豐富資源的各大品牌來分食市場大餅。「我常遇到網友在留言板發問關於他牌棉條的使用問題，或是遇到有人問我怎麼上國外網站購買外國的棉條等等」對此，她樂觀的認為良性競爭反而是好事，而且本來成立凱娜品牌的目的，就是為了要服務那些不常出國，也很難請朋友從國外幫忙帶回來的女生朋友，讓大家能就近從賣場或便利店方便的購買。「如果這樣能讓更多女性受惠，那又有何不可呢？」她帶著笑容大方的說「雖然心裡還是會偷偷希望對方能支持凱娜，但回頭想想正因為自已沒有在立場上設限，才能一路走來得到網友們的迴響，所以我還是一定會仔細回答每個問題。」

許多向凡妮莎諮詢的女性網友，有很多連自已身上有3個洞都不知道，還問說塞了棉條之後要怎麼小便？更多人不知道處女膜其實是一個環狀的、中間有洞孔的彈性組織，以為棉條塞進去就會破裂。為了讓女孩們從基礎開始打下正確的觀念，她開始在各個高中、大學裡巡迴演講，「而且我發現他們的反應很好！有許多場演講甚至是由男老師幫忙開場，還有老師會主動索取試用品。」這個改變讓她十分開心，也愈發相信自已做的事是真的有所幫助。「我覺得這是一個知識的傳遞，以後如果我有女兒，也會教她正確的使用棉條。」

對於二性主義，她從不覺得需要透過反抗或排斥異性來突顯女性的平等，「為什麼要這樣呢？我們本來就需要對方啊。」她認為真正良好的關係不是踩著在對方頭上，而是牽著手一起往前進，一起成長。「所以我們去校園演講的時候也會跟台下的男生們說：不要以為女生的生理用品和你們沒有關係，因為選擇對的生理用品，會讓你的女伴更輕鬆，也連帶的能改善你們之間的互動。她們生理期開心，你也會開心！」

▍反對處女膜

凡妮莎多年來的努力，終於使得台灣女性能在各大藥妝通路及便利商店輕鬆取得導管式棉條產品。僅管先前的難關都被一一克服，然而她真正要挑戰的，仍舊是台灣社會的保守文化。

台灣社會對處女膜的迷思，反映在許許多多的真實故事裡。有一個保守的女人為了保護處女膜，一直等到婚後才和老公有親密行為，沒想到初夜居然沒有落紅，讓她深受挫折且檻尬萬分。類似這樣的事屢見不鮮，然而在乎處女膜甚於自已身體感受的女生卻大有人在。

凡妮莎認為，如果處女膜有沒有破裂是一件無法考証的事情，那為何還要將它扭曲成一種對貞操的道德約束呢？就算處女膜完整，就保証一定會遇到對的人嗎？如果說初夜之前，處女膜就很可能因為各種原因破裂了，那麼這中間所有的生理期間錯過的可以自在的權利、可以隨性穿著的權利，不就都白白浪費了嗎？

「當然我相信處女膜，我也相信愛情裡的忠貞，但我不相信落紅，因為它無法被測出來，還甚至可以造假！因為大學參加了女性自覺社，所以更了解女生有權利為自已做選擇，就算我有可能犧牲了落紅這件事，也會因為做了讓自已更好的選擇而沒有遺憾。」

她相信「處女」的定義應該是指沒有和異性發生過性行為，而不是有沒有東西進入過身體。「如果今天生病了，難道要因為保護處女膜而拒絕就醫嗎？」

▍整個過程中，我很快樂！

一路走來，她就像一個勇敢的馬拉松跑者，毫不畏懼的征服路途上一個又一個巨大的挑戰，排除萬難，朝著夢想前進，努力不懈的為造福台灣女人，奮力的邁開大步向前跑著。

凱娜成立後透過市調觀察一年半以來的女性衛生用品市場，發現並沒有像預期般衝擊到台灣原有的棉條品牌，反而是影響到衛生棉的銷售量。這表示消費者真的有在改變了，愈來愈多人開始嘗試使用棉條，選擇在生理期間體驗更低負擔的生活。

這個結果讓她十分開心。「在我很小很小的時候，就希可以讓這個世界做一些改變，直到長大後的某天因為教會別人使用棉條而從此為她的生命帶來改變之後，我就發現這是我真正想做的事–讓女孩們從此可以不再枯坐著等待悶濕而漫長的經期結束，而是可以穿上喜歡的衣服，帶著愉快的心情迎接戶外的美麗世界！」

她的精神，誠如前蘋果執行長賈伯斯說的「不被教條困住，有勇氣去追隨自已的內心與直覺」因為她的努力，改變了許許多多台灣女性，更豐富了她們的生命。

Vanessa, Duchess of Tampons:

Her passion, changed a 1/4 of Taiwanese women’s lives

The young entrepreneur Vanessa got her name “Tampon Duchess” when she started to share her tampon experiences on her personal blog with many ladies out there who are constantly troubled by the “periodic visits”. Besides constantly promoting and giving speeches, she single handedly went to Israel and imported the more modern and advanced tampons despite all the restrictions the government had. It is because of her persistance; Taiwanese women now have another option to battle the troublesome time of the month with confidence.

It all started back in college….

To understand the starting of Kira, you first have to understand the founder’s background. Vanessa majored in Education, and was the Chairman of the “Women’s Awareness Association” back in college. She recalls that the one most important thing she learnt was women’s self-awareness. She says, “It’s lets me understand that us females can be independent just like men, to a a woman who knows what she wants and get what she deserves, and creating happiness for other women”.

The Chairmen before her were all on the track on how to be more of a feminist, by conflicting and battling the stereotype men’s ideology and the restrictions imposed on women. That is the reason why many members were often pretty hostile to the opposite sex. But she changed that. It then started to be, how the two sexes can live in harmony. Given that the ratio is 50/50 in this world between the two genders, why is it that males has to be outcasted from many things? Because of the change in mentality, the juniors were less hostile towards each other and had a better bonding relationship even till now, after ten years of graduation.

Because of women’s self intuition of their own bodies, she understands the menstruation cycle correctly. To avoid the discomfort which the menstruation pad brings to women, such as stuffiness, odor, leakage etc, she tried tampons at a really early stage. But given that the insertion process was awkward and was often hurtful (plus when us ladies gets nervous we tend to stress and squeeze in, and the more we squeeze the more it hurts…a tampon-phobia slowly creeping in). Then it was when a friend who brought back tampons with an applicator from the States, a new door has been opened. It was until her senior year when she went to the States as an exchange student; she realized that these type of products are actually so easily obtainable. She was shocked. She says, “At that time I felt so sorry for Taiwanese women. You cant find tampons with applicators, but here in the States, there a shelve full of it at any supermarket you go to!”

Start the dream, Finish it!

When she started using tampons, she felt that her life has dramatically changed. It was after using tampons, she could sleep in any position she wanted to, she could wear skirts when she’s shopping, she didn’t have to worry about odor or stuffiness. From then it was a life turning point. It felt as if her life has changed from gray to rainbow. She was happy everyday. So she wanted this for all females, in 2003 she started her e-news and blog on tampons, sharing information and knowledge with other users, it’s even until now there are new discussions on everyday. “Slowly but surely more and more are asking about tampons and thus gave me the idea of bringing it in to Taiwan so that more females can use this product!” she says.

So she contacted Playtex about distribution rights, at first it all started really well, even the product launch dates were all set, but then news was that the Playtex brand was sold to another Corporation.

After considering the impact this will bring to the market, Vanessa had to give up everything she has worked for. She then thought, this will happen if you continue to be a distributor, but what will happen if she started her own brand? This is when she started contacting the world’s leading manufacturers, which is the Israeli company she is working with now.

She says: “It feels like there are so many coincidences in life. Linking me up with tampons, for instance, given that I majored in education, I know how to change text to multimedia, or when I do research on papers or articles from abroad, or statements from the FDA, these are a piece of cake for me. Plus my family is in the trading business, it wasn’t hard for me to handle the trading process by myself. And it was also after when I flew to Israel to see it for myself, I was really relieved.”

Exploring Israel, opening the market

Hearing her speak about her experience in Israel, one cannot believe that in that small country, where we often link it with the image of wars, has the most advanced medical systems in the world. Thanks to all the wars going on, the government highly supports the developments of computer science and biotechnology. Tampons belongs in the medical technology department, thus the manufacturers have to undergo strict procedures to get an ISO approved before mass production. Israelis are a nation who demands precision and quality. It also establishes a good commercial foundation. “It is often that they solve the problem even before I discover them. It’s for these reasons and these types of work ethics and manners that keeps me confident in working with them, as a long term business partner.”

She has to manage everything during her journey, as well as coping with accommodation, food, and language barriers. After her return to Taiwan, all her family and friends felt the change in her. “Maybe its because i completed a mission, did something that everyone thought I couldn’t do, and still managed to come back in one piece” she said.

But the challenge doesn’t end just here. After striking the deal with the manufacturers, now she has to face the more difficult application process. Given that each country has different cultures, thus it made it hard for the paperwork process. Tampons, a very regular sanitary item had to undergo strict inspections under this more conservative environment before it is brought in. The market is also not very welcoming and this explains why after so many years, all these existing major brands refused to spend time on doing this business.

In order to obtain the approval from The Department of Health, it took almost a year and a half before all was set. She has a stack of paper piled up to 30cm high, about the size of a doll house! Just on the translating papers, and the description of every detail such as absorption degree, cotton origin, string pull, and also even trade secrets as well as even shareholder structure had to be explained. “If it wasn’t because of the strong relationship and trust I had with them, it could have ended right there!” she says.

Luckily for her, God helps those who helps themselves. Two years later, Vanessa received a call from the DOH informing her that her application has been approved. She remembers that day when she held the approval to see her dad, she even asked him “so what do we do now?” He replied “Now you start selling! Don’t you know you are in a huge debt already?” After that she started contacting all the distributors.

Face the challenge, not fearing to sow for others to reap

After successfully unlocking the gates to Taiwan’s tampon with applicator market, follows a group of competition feeding off her hard work. “I often get questions asking me about the problems with other brands on the internet, or questions about how to buy tampons from overseas online” She feels that a healthy competition is a good thing, and Kira started off by serving those who don’t have access to but tampons from abroad. If this could help more women, why not? She smiled and said, “Although I would like it for them to support Kira Kira more, but then it is because of her being unbiased, that’s why she has so much support on the internet, thus she will do her best in answering all the questions.”

Many who has asked Vanessa in the past didn’t even know that they actually have “3 holes” down there. They often ask questions like, how do they urinate if a tampon is inserted? Even more didn’t know that the hymen is a circular muscle, and there is a hole in the middle, and mislead themselves thinking that it will break the hymen if its inserted. In order to let the girls have a better understanding, she started doing speeches at different schools and colleges, and the feedback was great! At many occasions, the male teachers will do the opening and then many teachers will ask her for samples to use. This change made her really happy. And she felt that she is doing something right. “This is knowledge sharing, if i have a daughter in the future, I’m definitely gonna teach her the correct way of using a tampon.”

As for the gender wars, she never felt that conflicts and discrimination should be the key to elaborate women’s freedom. “Why is it like that? We need each other!” She thinks that a bridge of communication should be moving forward hand in hand, grow together. “This is why when we make out trips to schools, we often tell the boys, don’t think that the girls sanitary items have nothing to do with you, its because of the correct ones, your partner will feel more at ease, and that is the key to your relationship. If they are happy during the period, you will be happy!

Virgin Yes, Hymen No!

The hard work Vanessa has done over the years resulted that Taiwanese women can now easily obtain tampons with applicator products at various distributors. Not mentioning the prior complications of getting it here, now the real challenge is, how to convince the conservative Taiwanese culture.

Taiwan has this misconception about hymens, which can be seen/heard from some factual stories. There was this very conservative lady who once wanted to keep her hymen until she meets her husband, was shocked and embarrassed that she didn’t bleed when she had sex for the first time. These type of stories are often heard, and there are still many out there who cares about the hymen more than themselves.

Vanessa believes, if you cant really determine the hymen being broken or not, then why is it that one has to be bound by from being a virgin for the sake of virginity? Even if you have a perfect hymen, it doesn’t guarantee you that you will meet the right person. If your hymen is no longer perfect due to many reasons other than sex, and during all this time, while you could have an option, you didn’t make the right decision for being free, by being yourself, and have the freedom of wearing or doing what you like?

She states: “Of course I believe in the hymen theory, I also believe in trusted love, but I don’t believe is the bleeding because since it (hymen) can’t really be inspected, and it can be faked! Because I was in the Women Awareness Association back in college, therefore I understand more about the right to make decisions for themselves (women). I may have lost some blood, but I won’t regret it because I made a better decision.”

She believes “virginity” should be based on sexual intercourse, and not on insertion into the body. If you are really ill today, and needs medical attention, does that mean you will reject medical help just to protect your hymen?

Being happy throughout the entire process!

All this time, she has been like a marathon runner, not being afraid of what lies ahead, hurdling obstacles, reaching for her goal of making Taiwanese women happier than ever.

After Kira was established, they did market research for a year and a half on women sanitary products and found that there was not a direct impact on other tampon brands, but it actually had a impact on the padding market. This means that consumers are changing. More and more are now trying out tampons, choosing to have a better life without hassles during the menstruation cycle.

She is very pleased with this result. She recalls: “When I was a kid, I wanted to make a change to this world. Until now I have taught many on tampon usage and changed many peoples lives, I realized this is what I wanted to do – let the girls be free from waiting for the cycle to be over, and to be able to have the freedom of wearing clothes they love, and hug the outdoors with a huge smile!”.

Her enthusiasm, is just like what the late Steve Jobs said: “Don’t let the noise of others’ opinions drown out your own inner voice. And most important, have the courage to follow your heart and intuition”. It is because of her, many Taiwanese women lives have changed, and their lives are more fulfilled.