A female-founded startup from California is the latest winner of P&G Ventures' innovation challenge.
In a release, the startup studio housed within the Cincinnati-based consumer goods giant announced Lady Patch won the challenge hosted virtually last week during CES, the world's largest tech showcase. As a result, the company won $10,000 and will now work with P&G's talent to build its brand and develop its products.
Launched by Cindy Santa Cruz, Lady Patch is a drug-free feminine patch that prevents bladder leaks and the frequent urge to urinate.
"We thought this product offered an innovative solution to a problem that affects so many, and we're very excited about the potential positive impact the product could have on the lives of women around the world," Guy Persaud, P&G's president of new business, said in a statement.
The challenge's three remaining finalists, which you can read about here, were awarded $5,000.
P&G Ventures, to date, has launched four new brands:
- Zevo, a line of insect control products
- Opte, a smart beauty device to treat facial hyperpigmentation
- Bodewell, a line of plant-based products to treat chronic skin conditions
- Kindra, a product line to help women combat the symptoms of menopause.
P&G Ventures was founded in 2015 as P&G searches for its next billion-dollar brand. The first innovation challenge was held in January 2019 at CES, an annual trade show organized by the Consumer Technology Association.
To watch a recorded version of this year's innovation challenge, click here.
