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.