Owen Mumford
Owen Mumford, a leading medical device manufacturer, has announced the launch of its new direct-to-consumer pelvic health brand, Clariti, and rebranded Amielle dilator range. Clariti will launch this month as a hub for pelvic health education, advice, and information on Owen Mumford’s leading pelvic health products – including the updated Amielle Comfort dilators.
Developed in conjunction with psychosexual therapists, Amielle Comfort dilators are designed to provide simple at-home treatment for anyone living with conditions such as vaginismus and dyspareunia (involuntary tightening of the pelvic floor muscles and/or painful penetration). Five incremental sizes support progression at a pace that works for each user, helping desensitise the mind and body to gentle touching and help move towards pain free penetration.
Originally launched as a prescription offering, Amielle Comfort has been updated as a direct-to-consumer product with new packaging and materials to provide consumers with a comprehensive understanding of vaginismus and how it can support treatment.
To provide further support, the brand has partnered with pelvic health expert and breathing coach Gaynor Morgan to create instructional videos on how to use the devices and accompanying breathing techniques to aide in comfort and relaxation when using dilators.
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The updated visual identity and educational materials have been designed to help make Amielle Comfort’s dilator treatment more accessible and informative, reflecting a shift in healthcare as more consumers seek at-home options for pelvic health conditions.
Amielle Comfort will live alongside Owen Mumford’s other pelvic health products – including Amielle Care, designed for post-radiotherapy treatment, and Rapport, a vacuum therapy device for erectile dysfunction – under its new Clariti umbrella brand, launched as a one-stop-shop for pelvic health products and education to support consumers at all stages of their treatment journey.
The Clariti website will host educational materials on popular pelvic health topics, FAQs and information on its leading products, helping consumers make informed decisions on treatment options for conditions like vaginismus, dyspareunia, and erectile dysfunction. The Clariti brand will be a central hub as Owen Mumford continues to expand its pelvic health portfolio.
“As a predominantly business-to-business company, the Clariti brand marks an exciting new opportunity for Owen Mumford with an entirely new audience and strategy,” said Adam Mumford, Director of Medical Devices. “As the healthcare industry continues to evolve and consumer behaviours adapt, it’s important that brands reflect this change. This understanding is at the core of Clariti and Amielle Comfort as we create and update brands that support consumers with accessible, uncomplicated, and effective solutions and education to support treatment for conditions that have previously felt daunting.”
