Finally, a tampon that women don’t have to shy away from. Fe?mme is a brand aiming to revolutionize the feminine care market in China. Designed by Pearlfisher, packaging for these hygiene products is luxurious and modern. With beautiful pastels of lavender, green, and rose, this line not only elevates the disposable product but makes it discreet.

Stigmatised by cultural misconceptions and concerns around how to use tampons as well as their effectiveness, China’s tampon market is practically non-existent, constituting just 1% of the £60,7 billion feminine care industry. In recent years, however, as ripples of western feminism have stirred in China, commercial interest in tampons has begun to grow, with a distinct disconnect emerging between the nature of the category and the aspirations of young Chinese women.

Yoai – a visionary Chinese company established less than a year ago – intends to succeed where countless other international corporations failed by being the first to create a market for tampons in China by changing perceptions of the poorly understood product. 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.