Each of the three typologies has a deep
need for certain values, which the woman
looks for in the contraceptive.
These values are basically
the sureness of not getting pregnant
and the freedom for the couple to live a peaceful relationship.
These values have different types of meanings,
for example, that are typical
of each type of woman,
and therefore, of each way of being.
For example, the classic woman,
the woman who is a little more traditional,
is a woman who mainly looks for security
in the contraceptive,
and security also means
privacy and reliability.
So a system that is safe
not only in the intrinsic or
clinical meaning,
given that we are talking about taking hormones,
but that is safe from an almost social point of view,
that is safe from the woman's point of view,
that is discreet,
that is a contraceptive
that she can somehow use by herself,
on her own.
So it also has to match
security needs,
also from the point of view of social security.
Whereas this is very different
from what the woman that we defined as modern
looks for as a value,
for she is a woman who gives priority,
when choosing a contraceptive system,
to a kind of security which also means
comfort,
convenience,
because she's a very busy woman,
she's a woman who travels and therefore
safety for her means
a system that gives her
the guarantee of something comfortable,
which, being comfortable and practical,
becomes reliable in such a busy
and complex life as hers.
Moreover, the modern woman
is also a woman who needs
lightness and well-being,
who needs to feel good about herself.
Because she is tipically a woman around 30 years old,
so precisely at a time in her life when she is somehow growing
and begins to pay a lot of attention to her health,
and therefore looks for a contraceptive
that provides security, also in terms of naturalness,
of lightness, something that does not get her pregnant,
but that also guarantees the safety of her body,
and that, therefore, does not give her any kind of problems
or side effects.
What the "my-way" woman looks for in a contraceptive system
is a strong sense of freedom,
that is given by both the convenience of the system
that she uses, and also by the sense of evolution
that the system can represent.
So it's a new opportunity,
in terms of contraceptives, that also carries a meaning
that is not only functional,
but also symbolic, that gives the "my-way" woman
a value of autonomy and independence,
that matches the way she is
and therefore also matches
her choice of contraceptive,
her choice of contraceptive system.
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