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I'm Just a Girl - and That Rocks! Dittie(TM) Launches to Abolish Lingering Taboos New Survey Reveals California Women Feel Blessed but Say Period Still a Curse ORINDA, Calif., May 3 /PRNewswire/ -- California's young women couldn't be happier about being women, according to survey results announced today by Dittie(TM), the first premium brand of feminine protection that is as fun and stylish as it is reliable and trustworthy, and AMP Insights, the consumer research division of Alloy , a media, marketing services, direct marketing and retail company targeting Generation Y. Based on responses from over 600 California women age 18-24, collected by AMP Insights, the vast majority of women surveyed view their generation (Generation Y) as intelligent, powerful, assertive, and passionate. 46% of women feel that they are different from their mother's generation because they have the opportunity to be anything they want to be. And while 20% of women noted that having children is what makes them most proud about being a woman, a whopping 80% did not mention childbearing, instead naming other characteristics that women have fought to be recognized for -- such as competence, strength, and independence. Despite their overwhelming optimism, there is still one thing women would change about the female experience -- their periods, which beat out inequality, stereotypes, image, and erratic emotions as the number one thing respondents would want to change about being a woman. Almost half (44%) of the women AMP Insights surveyed went so far as to describe their periods as the worst thing about being a woman, and 25% agreed that women are uncomfortable talking about and dealing with their periods. 41% of women cited that having their periods makes them feel like they are cursed for a week! "It's no surprise women feel cursed. Take a look at the feminine protection aisle in your local drugstore; it looks like a hospital! Women are being treated like they're sick when they're not. They just have their periods," said Barbara Carey, president and founder of Dittie, which launched today in retail outlets throughout California. "I created Dittie because I realized there was an overwhelming need for a new brand of feminine protection that did not approach a woman's monthly cycle as an ailment. That's why Dittie looks like something you'd find at the cosmetic counter, not in the pharmaceutical aisle." Dittie is committed to wiping out the taboos associated with buying and using feminine protection by creating a product that reflects the style, femininity, and attitude of today's woman without sacrificing reliability or effectiveness. Dittie embodies the characteristics women told us they care about most when choosing a brand of feminine protection: strength and self-expression. In fact, when asked, "If a tampon could have a personality, which celebrity's characteristics would you want it to have," one in four answered Oprah because of her no-nonsense attitude and power. Cited second was Angelina Jolie for her unique personality and the fact that she is "totally her own person." "Dittie is the only feminine protection product that can actually make you feel better during your period and about being a woman in general," continued Carey. "Illustrated Dittie girls oozing attitude grace every box, but Dittie's 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. In short, Dittie is sassy and classy." Available at selected Albertsons, Kmart, Longs Drugs, Raley's, Target, and Wal-Mart stores throughout California, 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 cost approximately ten-percent less than most national brands, ranging in price from $1.29 to $4.49 for a box of premium pearlized tampons. 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 DittiePantiliners 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 http://www.dittie.com/. AMP Insights AMP Insights, formerly known as Y-Access, is a strategic research agency providing consumer knowledge to organizations interested in learning more about tweens, teens, and young adults. AMP Insights is equipped to explore niche youth segments among 8 to 30 year olds drawing from varying ethnic backgrounds and lifestyle sectors. Founded in 1998, AMP Insights is the research and planning arm of AMP (Alloy Marketing and Promotions), a division of ALLOY, Inc., a media, marketing services, direct marketing and retail company reaching more than 25 million consumers annually. AMP Insights conducts studies on behalf of independent clients who have specific research needs as well as organizations who are engaging in AMP's custom marketing services. DATASOURCE: Dittie, LLC CONTACT: Dana Smith of Dittie, LLC, +1-925-254-0921, or Web site: http://www.dittie.com/

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