Fémme

Only 2% of Chinese women use tampons, as opposed to 70% in the west. Our creation of tampon brand Fémme harnesses the power of branding to drive the kind of cultural change young Chinese women have been waiting for.

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Design Week Awards: Best Packaging, Best in Show

Believed to compromise virginity, tampons are one of China's most stigmatised cultural taboos. Where countless corporations have tried and failed to bring their western tampon brands to market, Chinese challenger Yoai is accelerating behavioural change by challenging - and changing - engrained perceptions of the poorly understood product.

Injecting confidence and positivity into the traditionally apologetic category, we rooted our strategic approach to the brand creation in the mission of empowering “the woman within.” The name 'Fémme' shifts perceptions of menstruation from patronising to positive, while the identity and packaging design - simultaneously stylish and discreet - elevates the product from basic pharma to high-end lifestyle. The result is a brand that women are confident to carry with them in their handbags.

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