Chinese tampon brand Fémme aims to ‘revolutionise’ the country’s feminine care category

Femme

In China, sales of tampons account for just one per cent of the £60.7bn feminine care industry, something new brand Fémme aims to challenge by changing perceptions of the poorly understood product.

China’s tampon market is almost non-existent having been stigmatised by cultural misconceptions and concerns around how to use tampons. However, as ripples of western feminism have stirred in China, commercial interest in tampons has begun to grow.

In response to this Yoai, the company behind Fémme, is hoping to inject positivity into the category. Looking to sell on WeChat Yoai turned to Pearlfisher to develop the brand strategy, naming, brand identity and packaging design for their tampon range, the first in a pipeline of innovative feminine products to launch.

The brand name, Fémme looks to "shift perceptions of menstruation from patronising to positive and from conservatively traditional to symbolic of contemporary female identity".

Natalie Chung, creative director at Pearlfisher, explained the design: “The logo – the Chinese character of womanhood contained within a circle and embossed in bold red – places the brand in a modern, chic space whilst retaining an element of cultural significance. The elegant sans-serif word-mark elevates the product from basic pharmacy to high-end premium, with a hit of the circular logo subtly indicating European aspiration as it forms an accent on the ‘é’.”

Structurally, the tampon box is long with premium detailing such as colourless embossing, and a foil logo.

Subtle colour-coding of boxes and tampon wrappers indicate different product sizes, whilst back-of-pack educational information aims to dispels cultural misconceptions by communicating correct usage.

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