Press Materials—Spring 2004

TM/MC
premium feminine protection
A Note from Barbara Carey,
Dittie Founder & President
There I was, standing in the feminine protection aisle, trying to sort through the endless sea
of products, when it hit me—not one box of tampons, pads or pantiliners had an ounce of
style! Where was the fun? The feminine flair? And why did I feel like I was in a hospital? The
products all looked like medicine, which made me feel ill. And I wasn’t—I just had my period.
At that moment, my mission became clear—to develop a new brand of feminine protection
that didn’t look at a woman’s cycle as an ailment. And so Dittie was born—the first premium
brand of feminine protection that gives women superior quality, ultimate reliability, divaworthy style and a whole lot of fun, all rolled into one super-fine, fabulously affordable
package.
Dittie looks like something you’d find at the cosmetic counter, not in the pharmaceutical
aisle, so you can feel free to flaunt them—in your cart, at the counter, by the bathroom sink.
And we’re not just pretty on the outside. Inside, each individual Dittie features fun,
empowering Dittie messages that will make you smile, laugh, think and feel good.
Dittie is dedicated to kicking taboos to the curb by creating a network of girls and women
who are proud to buy, wear and share their Ditties. After all, who hasn’t been stranded in a
bathroom stall, needing a tampon, pad or pantiliner, wishing we had a friend on the other
side to help us out? We’ve all been there. And that’s what Dittie is all about—--spreading the
vibe, walking with pride and passing our Ditties on.
So grab your favorite girlfriends and join me in taking the Dittie Pledge:
In a stall, on the street, wherever I am, whenever I can,
I pledge to share my Ditties with any girl, woman, mother, daughter, sister in need.
“Do you have a Dittie?”
Pass it on.™
Barbara Carey
Founder & President, Dittie Company
Dittie, LLC
|
1 9 O r i n d a Wa y, S u i t e M
|
Orinda, CA 94563
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T 925.254.0921
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F 925.254.4810
|
w w w. d i t t i e . c o m
TM/MC
premium feminine protection
PRESS RELEASE
Dana Smith
Dittie, LLC
925.254.0921
[email protected]
Contact:
Orinda, CA Business Woman Takes on Procter & Gamble
New Line of Fashion Tampons to Hit Stores in May
Orinda, CA—There's a revolution brewing in Orinda as local inventor-entrepreneur Barbara Carey
prepares to take on Procter & Gamble with the launch of Dittie™, the first brand of feminine protection that's
as fun and stylish as it is reliable and trustworthy. The “smack down” will go down May 2004 when Dittie hits
the shelves of selected Albertsons, Kmart, Longs Drugs, Raley’s, Target, and Wal-Mart stores across California.
“The inspiration for Dittie came to me while I was buying tampons for myself,” explained Barbara
Carey, Dittie founder and president. “I was shocked when I realized that the entire feminine protection
aisle looked like a hospital and all of the products looked like medicine (Tampax looks like Lactaid,
Playtex looks like Benadryl, and Kotex looks like Dr. Scholl’s wart remover). And so Dittie was born.”
For women everywhere who are sick of being treated like they’re ill when they’re not (they just have
their periods!), Dittie looks like something you’d find at the cosmetics counter—not the
pharmaceutical aisle. And Dittie is not just pretty on the outside. Inside, each individual Dittie features
a fun, empowering Dittie message that will make you smile, laugh, and feel good. Depending on where
you shop, you'll find Ditties ranging from $1.29 for pantiliners to $4.49 for tampons.
“Dittie is committed to wiping out the taboos associated with buying and using feminine protection,”
Barbara continued. “Our boxes are so cute you’ll want to flaunt them in your shopping cart, at the
checkout counter, even by the bathroom sink! Thanks to Dittie, women will never be embarrassed to
buy, use, or share feminine protection again.”
Barbara Carey has marketed over 100 of her own ideas, launched seven companies, and been awarded
over a dozen U.S. patents. Most recently, Barbara launched Hairagami™, the hair accessory system that
has generated an estimated $64 million in sales since hitting the market in 1999. Barbara was also the
force behind Short Stack, a swimming pool toy company that she created in partnership with her then 13
year-old son, Richie Stachowski Jr., and sold in 1999 to San Francisco-based toy company, Wild Planet.
About Dittie, LLC
Founded in 2003 and headquartered in Orinda, CA, Dittie is the first premium brand of feminine
protection that is as fun and stylish as it is reliable and trustworthy. For women everywhere who are
sick of being treated like they’re ill when they’re not (they just have their periods!), Dittie is
committed to wiping out the taboos associated with buying and using feminine protection by creating
a product that looks like something you’d find at the cosmetics counter, NOT the pharmaceutical
aisle. Completely reliable and affordable, Dittie is manufactured by the industry’s leading private label
feminine care suppliers. Dittie Regular Tampons, Dittie Super Tampons, Dittie Thong Liners and
Dittie Pantiliners will be available May 2004 at selected Albertsons, Kmart, Longs Drugs, Raley’s,
Target, and Wal-Mart stores throughout California. Dittie will be available nationwide Fall 2004. For
more information, visit www.dittie.com.
#
Dittie, LLC
|
1 9 O r i n d a Wa y, S u i t e M
|
#
Orinda, CA 94563
#
|
T 925.254.0921
|
F 925.254.4810
|
w w w. d i t t i e . c o m
TM/MC
premium feminine protection
Dittie
FAQ
Q.
A.
What is Dittie?
Dittie is the first premium brand of feminine protection that is as fun and stylish as it is
reliable and trustworthy. For women everywhere who are sick of being treated like they’re ill
when they’re not (they just have their periods!), Dittie is committed to wiping out the taboos
associated with buying and using feminine protection by creating a product that looks like
something you’d find at the cosmetics counter, NOT the pharmaceutical aisle.
Q.
A.
What makes Dittie different from other brands of feminine protection?
Dittie looks like something you'd find at the cosmetic counter, not in the pharmaceutical
aisle, so you can feel free to flaunt them—in your cart, at the counter, by the bathroom sink.
And Dittie’s not just pretty on the outside. Inside, each individual Dittie features a fun,
empowering Dittie message that will make you smile, laugh, think and feel good.
Q.
A.
Is Dittie as reliable as other brands of feminine protection?
Yes! Dittie products are trustworthy and reliable. In fact, the world’s leading private label
feminine care suppliers manufacture Ditties. Our tampon applicators are pearlized plastic and
Dittie pantiliners are contoured for maximum comfort. The highest quality, most absorbent
cotton construction ensures you can wear your Ditties with style and confidence.
Q.
A.
Who started Dittie?
Dittie was founded by inventor-entrepreneur Barbara Carey, who has marketed over 100 of
her own ideas, launched seven companies, and been awarded over a dozen US patents. Most
recently, Barbara launched Hairagami™, the hair accessory system that has become an
American phenomenon.
Q.
A.
Where did the inspiration for Dittie come from?
The inspiration for Dittie came to Barbara while shopping for tampons for her own personal
use. To her dismay, the feminine protection aisle looked like a hospital and all of the
products looked like medicine (The Tampax box looks like Lactaid, Playtex looks like
Benadryl, and Kotex looks like Dr. Scholl’s wart remover!), which made her feel ill. But she
wasn’t—she just had her period. And so Dittie was born—the first premium brand of
feminine protection that’s as stylish, fun, and fabulous as it is safe and secure.
Q.
Is Dittie more expensive than other brands of feminine protection? How
much does Dittie cost?
No, although you might think it is because of its high style and premium quality. You’ll find
Dittie very reasonably priced and less expensive than many of the leading national brands.
Depending on where you shop, you'll find Ditties ranging from $1.29 for pantiliners to $4.49
for tampons.
A.
Dittie, LLC
|
1 9 O r i n d a Wa y, S u i t e M
|
Orinda, CA 94563
|
T 925.254.0921
|
F 925.254.4810
|
w w w. d i t t i e . c o m
Q.
A.
What does Dittie mean? How did you come up with the name?
We based the name of the company on the humorous and inspirational messages you’ll find
on every Dittie tampon and pad. Those short, memorable phrases, or ditties, are what make
us so special, so different, so unlike any tampon or pad you’ve ever experienced. Not to
mention, we thought Dittie just sounded sassy and classy!
Q.
A.
What is the Dittie Pledge?
The Dittie Pledge came out of the frustration every woman feels when she’s stuck in the
bathroom stall without a tampon. By taking the Dittie Pledge, women everywhere are joining
forces to abolish the shame and embarrassment associated with feminine protection so that
any girl can feel comfortable asking, “Do you have a Dittie?” Further more, sharing a Dittie—
whether it’s under the bathroom stall, around the water cooler, or in the hall on the way to
class—will become a gesture of sisterhood.
That's what Dittie is all about—spreading the vibe, walking with pride and passing our Ditties
on. So take the Dittie Pledge:
In a stall, on the street, wherever I am, whenever I can,
I pledge to share my Ditties with any girl, woman, mother, daughter, sister in need.
"Do you have a Dittie?"
Pass it on.™
Q.
A.
Where are Ditties sold?
Dittie will be available May 2004 at mass retailers and major food and drugstore chains
throughout California. Women can purchase Dittie Regular Tampons, Dittie Super Tampons,
Dittie Pantiliners, and Dittie Thong Liners at selected Albertsons, Kmart, Longs Drugs, Target,
and Wal-Mart stores throughout the state. Dittie will be available nationwide Fall 2004.
TM/MC
Our Products
Dittie is the first premium brand of feminine protection that gives women superior quality,
ultimate reliability, diva-worthy style and a whole lot of fun all rolled into one super-fine,
fabulously affordable package.
Superior Quality
All Dittie products are manufactured by the world's
leading, private-label feminine care product suppliers.
The highest quality, most absorbent construction
ensures that you can wear your Ditties with
confidence and style.
Maximum Comfort
All Dittie Tampon applicators are pearlized plastic for
smooth insertion and a fabulous fit, while our pads and
pantiliners are contoured for maximum comfort.
Beauty & Brains
Dittie looks like something you'd find at the cosmetic
counter, not in the pharmaceutical aisle. And we're not
just pretty on the outside. Inside, each individual Dittie
features a fun, empowering Dittie message that will
make you smile, laugh, think and feel good.
Dittie Choices
We've streamlined our product selection to cover
your needs without cluttering your mind or wasting
your time with too many choices. You can get what
you need and get on with your life.
Dittie Tampons
Regular Absorbency
Your basic every-day tampon, for your basic medium-flow
days. Each box includes 20 unscented, regular absorbency
(6-9 grams) tampons, featuring a fun, empowering Dittie
message on every wrapper.
Super Absorbency
Maximum protection for those less-than-perfect, heavy-flow
days and nights. Each box contains 20 unscented, super
absorbency (9-12 grams) tampons, featuring a fun,
empowering Dittie message on every wrapper.
Fabrication
Made of the highest quality cotton and/or rayon fiber
blend with a non-woven overwrap and cotton cord.
Fit
Premium pearlized plastic applicators with rounded tips.
Dittie Pantiliners & Thong Liners
The ultimate liners for those lovely light-flow days, tampon
backup, spotting, and just-in-case. Also great between
periods for that everyday clean feeling. Each box contains
22 unscented liners, featuring a fun, empowering Dittie
message on every wrapper.
Fabrication & Absorbency
Dittie's super-soft quilted pattern distributes flow
throughout each liner for extra protection and comfort,
while a moisture-proof barrier provides extra security.
Fit
Perfectly contoured to fit your panties, with stay-put power
for ultimate comfort and maximum effectiveness.
Dittie Daytime & Nighttime pads available Fall 2004
“I'm not sick—I just have my period!”
Dittie—Trustwor thy, reliable, fun and stylish!
TM/MC
premium feminine protection
What People are Saying About Barbara Carey
“Barbara is a highly creative, ambitious entrepreneur. When she envisions a company, she can usually
just 'will' it to life.”
–Timothy C. Draper, Founder and Managing Director, Draper Fisher Jurvetson
“Barbara is the most creative consumer products entrepreneur I have ever met. Not only does she
see the ‘holes’ in consumer offerings everywhere but she acts to fill them. The world benefits every
time Barbara creates. Lucky us.”
–Anne Vrolyk, Managing Director, Vrolyk & Company LLC–Investment Bankers
“Barbara is an outstanding entrepreneur and inventor. She's never at a loss for creative ideas and has
an uncanny ability to understand and relate to her audience.”
–Amy Baker, Founder and CEO, Nature's Cure, Inc.
“Barbara is living proof that success is a matter of thinking through the challenges, and then tackling
them head-on, one step at a time. Barbara insists there's nothing mystical or magical about her
success. Rather, her success has been based on 1) identifying products people want; 2) bringing them
to market for a price people can afford, and; 3) making sure the products are sold where prospective
customers shop, whether via television or in retail stores.”
–Marcia Waldorf, Producer
Dittie, LLC
|
1 9 O r i n d a Wa y, S u i t e M
|
Orinda, CA 94563
|
T 925.254.0921
|
F 925.254.4810
|
w w w. d i t t i e . c o m
TM/MC
premium feminine protection
Barbara Carey
Dittie Founder & President
Inventor-Entrepreneur
Barbara Carey is a study in contrasts—an inventor and entrepreneur who is as stylish and sexy as she
is innovative, visionary, ambitious and industrious.
Over the past 20 years, Barbara Carey has brought over one hundred products to market, launched
seven companies, and been awarded a dozen patents. Based on lessons learned from each new
venture, Barbara has developed what she calls, “The Formula,” a corporate dogma that encompasses
criteria for product development, manufacturing, and marketing.
Most recently, Barbara implemented “The Formula” to design, create and manufacture Dittie, the first
brand of feminine protection that is as fun and stylish as it is reliable and trustworthy. The inspiration
for Dittie came to Barbara while shopping for tampons for her own personal use. To her dismay, the
feminine protection aisle looked like a hospital and all of the products looked like medicine (The
Tampax box looks like Lactaid, Playtex looks like Benadryl, and Kotex looks like Dr. Scholl’s wart
remover!), which made her feel ill. But she wasn’t—she just had her period. And so Dittie was born.
Prior to Dittie, Barbara launched Hairagami™, an easy-to-use accessory with a patented snap-action
spring design allowing women to shape their hair into a wide variety of styles. Hairagami has generated
an estimated $64 million in sales since hitting the market in 1999.
Lest anyone doubt that ingenuity, motivation, creativity, business acumen and entrepreneurial spirit are
hereditary, Barbara’s father, a structural engineer, and son, Richie Stachowski Jr., round out three
generations of entrepreneurs. In fact, using “The Formula,” Barbara helped Richie create Short Stack, a
swimming-pool toy company, which was bought in 1999 by San Francisco-based toy company, Wild Planet.
A devoted wife and mother, Barbara manages to achieve the same level of success at home as she does
in the marketplace. While attending St. Mary’s college, Barbara relentlessly worked overtime to
complete her degree one year ahead of her peers. Barbara began her career as an account executive
with IBM, quitting only a year later in 1982 to start her first company, Quantum Leap. Barbara has been
a Board Member of Biz World, an organization established by financier Tim Draper to teach kids how
business works, and volunteers her time to a number of philanthropic and entrepreneurial organizations.
Dittie, LLC
|
1 9 O r i n d a Wa y, S u i t e M
|
Orinda, CA 94563
|
T 925.254.0921
|
F 925.254.4810
|
w w w. d i t t i e . c o m
TM/MC
Within first eight
months on the
market, Hairagami
becomes an American
phenomenon with
4.5 M Hairagamis
sold, grossing almost
$20M; expands line
to include 19
patented items
Barbara Carey: Force of Nature
Sells "Escape Your
Shape" on QVC
Born Burlingame, CA
Pioneers body art
trend with launch
of BodyFX
Sells "Who Am I"
disguise to Kmart;
makes first million
at age 28
1986
1960
Invents and patents
Flax, a home hairremoval device
based on India's
threading tradition
May
2004
1999
1990
1988
1995
2000
2002
Invents and
files patent
on amphibious
vehicle
Founds Dinky
Toy Company; sells
$1M worth of
children's toys to
mass market
Invents Quantum
Leap timing
technology
Dittie goes
nationwide!
Launches Hairagami
on QVC; sells $9K
worth of Hairagami
per minute
Creates Short
Stack, a swimming
pool toy company,
with 11 year-old
son, Richie; two
years later, sells
Short Stack to San
Francisco-based
toy company,
Wild Planet
Fall
2004
Launches Dittie,
the first premium
brand of feminine
protection that is
as fun and stylish
as it is reliable
and trustworthy,
in California