Fémme

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

A bold, Chinese startup, 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 stigmatized 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 behavioral 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 symbolizes a shift in the category from patronizing 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.

To find out more about our work for Fémme or any of our other brands, get in touch.

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Client

Yoai

Mode of life

Body

Sector

Personal Care

Awards won

Design Week Awards: Best Packaging, Best in Show

Pentawards: Bronze

To find out more about our work for Fémme or any of our other brands, get in touch.

Get in touch