Fémme

How do you make tampons acceptable in a society where they aren’t?

A bold, Chinese start-up, Yoai, is challenging centuries-old tradition by meeting the needs of modern women and their lifestyles in an emerging and more progressive culture.

Fémme

Believed to compromise virginity, tampons are one of China's most stigmatised cultural taboos - with only 2% of Chinese women using them, as opposed to 70% in the West. 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 - ingrained perceptions of the poorly understood product.

Our creation of contemporary e-commerce tampon brand, Fémme, injects confidence and positivity into a traditionally apologetic category, challenging the cultural taboo and creating new desire by elevating the product from basic pharma to high-end lifestyle. The name symbolises a shift in the category from patronising to positive, offering both liberation and reassurance, with a stylish, discreet but undeniably confident design to empower, attract and educate a new generation of modern Chinese women. Fémme is a cultural and category leader with its new mission to empower the woman within.

Client

Yoai

Mode of life

Body

Sector

Personal Care

Awards

Design Week Awards: Best Packaging, Best in Show

Pentawards: Bronze

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Chantal Goodman
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London
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Jamie Chalmers
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Chloe Wood
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New York
+1 212 604 0601
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Lauren Vellek
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Chloe Wood
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San Francisco
+1(415) 757-5010
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Paula Murray
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Chloe Wood
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Copenhagen
+45 70 222 640
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David Ramskov Hansen
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