Fémme packaging by Pearlfisher Fémme packaging by Pearlfisher
Fémme packaging by Pearlfisher Fémme packaging by Pearlfisher
Fémme packaging by Pearlfisher Fémme packaging by Pearlfisher
Fémme packaging by Pearlfisher Fémme packaging by Pearlfisher

Fémme de la Fémme

13 : 09 : 2016 Femme : Yoai : Feminine Care

China – Fémme is a new sanitary product designed to combat the taboo of tampons.

  • Only 2% of Chinese women use tampons as opposed to 70% in the West
  • The packaging has been designed to rebrand tampons as a high-end product

Creative design and branding agency Pearlfisher worked with the Chinese brand Yoai to create the new tampon range. Taking a more luxury approach to packaging, Fémme uses the Chinese symbol for womanhood as its logo and a simple sans serif typeface to resemble other high-end retailers.

‘We wanted to use design to symbolise femininity without overtly communicating the concepts of tampon or period,’ Natalie Chun, creative director at Pearlfisher, tells LS:N Global. ‘Everything from the identity to the packaging structure to the auxiliary brand material was designed with the intention of injecting confidence and positivity into a category defined by apologetic expressions of femininity.’

Tampons account for just 1% of the £60.7bn ($80.7bn, €71.9bn) feminine care product industry in China. According to research by Daxue, the retail value of the feminine hygiene sector in China is set to grow by 47% by 2018, so the untapped potential of tampons is enormous if brands can combat the perception that tampons are bad for the user. Only 2% of the population use the product at present because of the widely held belief that tampons compromise the user’s virginity.

The Big Picture

Brands in China, such as Yoai and SK-II, are taking a stand against outdated stigmas about females in order to provoke social change.

You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
Discover Our Memberships Sign in

What do we use cookies for?

We use cookies to enable the use of our platform’s paid features and to analyse our traffic. No personal data, including your IP address, is stored and we do not sell data to third parties.

Learn more