3 E R A C H T L A E R H E M U SHOW TO N O N C N I O I T N E V N K CO A E RSTAND OUT O B W T O HFOR THE RIGHT REASONS Looking across diverse categories, from OTC to oral health, skin health to period care, brands are leveraging three main strategies to stand out. Some timidly, some more boldly. Here’s what you need to know.