{"id":3028,"date":"2016-09-20T12:31:55","date_gmt":"2016-09-20T12:31:55","guid":{"rendered":"http:\/\/www.thebrandingjournal.com\/?p=3028"},"modified":"2017-07-10T09:03:44","modified_gmt":"2017-07-10T09:03:44","slug":"feminine-care-china-tampon-brand-femme","status":"publish","type":"post","link":"https:\/\/www.thebrandingjournal.com\/2016\/09\/feminine-care-china-tampon-brand-femme\/","title":{"rendered":"Feminine care in China to be brought into the limelight by tampon brand Femme"},"content":{"rendered":"

Due to misconceptions and poor education of the feminine products available, sales of tampons in China account for just one per cent of the \u00a360.7bn feminine care industry.<\/strong><\/em>
\nlucky patcher app no root<\/a><\/p>\n

Consultancy company `PearlFisher` has created a \u201cstylish and discreet\u201d design for new Chinese tampon brand Femme. \u00a0Helping to educate women about sanitary products and to dispel any myths about the poorly understood product.best graphic design laptop under 1000<\/a><\/p>\n

\u00a01)\u00a0The Market<\/h1>\n

The sale of feminine products is big business in the Western world and has been for some years.\u00a0 Yet, it is only now starting to cause ripples and commercial interest in China.<\/p>\n

For China this is much more of a non-talked about industry.\u00a0 It is often stigmatised by cultural misconceptions and lack of information available. \u00a0So it\u2019s of no surprise that recent research shows that only 2% of women in China use tampons.\u00a0 Citing the main reason as being inexperience with the products.<\/p>\n

2) A new brand<\/h1>\n

To tackle this growing concern and to also feed on the growing interest in the area Yoai, the company behind Femme, have launched their new brand and marketing campaign. \u00a0In a bid to help inject some positivity and freshness into the sector.<\/p>\n

Company PearlFisher, were approached to come up with the brand strategy, naming, brand identity and packaging design. \u00a0Taking on the complete branding, in order to tie everything together. \u00a0But to also create a brand that would work for the market they were entering.\u00a0 They needed it to create a stir. \u00a0Breaking down barriers as well as educating enough women that it helped them to achieve their sales targets.<\/p>\n

\"femme_tampons_rebrand_the_branding_journal_1\"<\/p>\n

\u00a03)\u00a0The new look<\/h1>\n

Natalie Chung, Creative Director at PearlFisher commented in The Drum: \u201cThe logo- the Chinese character of womanhood contained within a circle and embossed in bold red \u2013 places the brand in a modern, chic space whilst retaining an element of cultural significance.\u00a0 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 \u201ce\u201d.\u201d<\/p>\n

Coupled with this the packaging also follows the elegant and stylish route, with embossing and use of a foil logo.\u00a0 As well as card inserts of line-drawn female forms which replicate Chinese characters.<\/p>\n

But it is the back of the packaging that is of the utmost importance.\u00a0 Here women can find educational information dispelling cultural misconceptions. \u00a0The packaging has been used to communicate and teach women how to use tampons correctly.<\/p>\n

\"femme_tampons_rebrand_the_branding_journal_3\"<\/a><\/p>\n

\u00a04)\u00a0The result<\/h1>\n

No one can argue with the branding.\u00a0 Elegant, subtle, stylish.\u00a0 Everything that it should be when looking at the market they are entering and the perceptions that are currently there.\u00a0 They\u2019re also providing the educational information on the back of their packaging. \u00a0They aren\u2019t hiding away, to be lost like many others.<\/p>\n

Using Chinese symbols and characters as part of their design strategy helps to draw people in.\u00a0 It serves to feed their curiosity. \u00a0Above all I do believe that it does what it says it wants to, in that it \u201cempowers women in China\u201d.<\/p>\n

Victoria Li at Yoai, commented in Design Week that the new brand identity is \u201cbased on a modern interpretation of Chinese values, rather than something \u201covertly westernised\u201d.\u00a0 It is taking into account the Chinese culture and it has worked this into the brand strategy and overall design to make it a better product.<\/p>\n

Providing more choice and a clearer understanding to the women of China \u2013 this brand if rolled out correctly could certainly be a powerful one in years to come.<\/p>\n

\"femme_tampons_rebrand_the_branding_journal_4\"<\/a><\/p>\n

References:\u00a0<\/em><\/strong>The Drum<\/a>,\u00a0<\/em>Design Week
\nPictures from:\u00a0<\/strong><\/em>The Drum,\u00a0Design Week
\n<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"Due to misconceptions and poor education of the feminine products available, sales of tampons in China account for…\n","protected":false},"author":15,"featured_media":3031,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"Consultancy company `PearlFisher` has created a \u201cstylish and discreet\u201d design for new Chinese tampon brand Femme.","_seopress_robots_index":"","om_disable_all_campaigns":false,"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","footnotes":""},"categories":[490,487,4,6,106],"tags":[629,663,13,662,664],"ppma_author":[757],"class_list":{"0":"post-3028","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-brand-identity","8":"category-brand-visual-identity","9":"category-news","10":"category-packaging-design","11":"category-product","12":"tag-asia","13":"tag-asia-pacific","14":"tag-branding","15":"tag-femme","16":"tag-tampon","17":"cs-entry","18":"cs-video-wrap"},"taxonomy_info":{"category":[{"value":490,"label":"Brand Identity"},{"value":487,"label":"Brand Visual Identity"},{"value":4,"label":"News"},{"value":6,"label":"Packaging"},{"value":106,"label":"Product"}],"post_tag":[{"value":629,"label":"Asia"},{"value":663,"label":"Asia Pacific"},{"value":13,"label":"branding"},{"value":662,"label":"Femme"},{"value":664,"label":"tampon"}]},"featured_image_src_large":["https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/09\/femme_tampons_rebrand_the_branding_journal_2.jpg",768,532,false],"author_info":{"display_name":"Amanda Wright","author_link":"https:\/\/www.thebrandingjournal.com\/author\/amanda-w\/"},"comment_info":1,"category_info":[{"term_id":490,"name":"Brand Identity","slug":"brand-identity","term_group":0,"term_taxonomy_id":490,"taxonomy":"category","description":"","parent":207,"count":26,"filter":"raw","cat_ID":490,"category_count":26,"category_description":"","cat_name":"Brand Identity","category_nicename":"brand-identity","category_parent":207},{"term_id":487,"name":"Brand Visual Identity","slug":"brand-visual-identity","term_group":0,"term_taxonomy_id":487,"taxonomy":"category","description":"","parent":490,"count":26,"filter":"raw","cat_ID":487,"category_count":26,"category_description":"","cat_name":"Brand Visual Identity","category_nicename":"brand-visual-identity","category_parent":490},{"term_id":4,"name":"News","slug":"news","term_group":0,"term_taxonomy_id":4,"taxonomy":"category","description":"","parent":0,"count":95,"filter":"raw","cat_ID":4,"category_count":95,"category_description":"","cat_name":"News","category_nicename":"news","category_parent":0},{"term_id":6,"name":"Packaging","slug":"packaging-design","term_group":0,"term_taxonomy_id":6,"taxonomy":"category","description":"Packaging is the silent salesman and a very important component of branding! 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