CASE STUDY THREE: CPG
CPG:
From Feminine Hygiene to Feminine Self-Care
CHALLENGE
A leading conglomerate in the feminine incontinence sector was introducing a groundbreaking technology and needed to ensure it specifically addressed the needs of those with heavier flows and larger body types.
POINT OF VIEW
People don’t see traditional category boundaries like marketers do, and a company’s real competitors aren't just the ones sharing shelf space. They're the forward-thinking brands across sectors—from beauty to healthcare—challenging outdated norms and fulfilling previously unmet needs with resonance and inclusivity.
THE AWEN STRATEGIC SENSING APPROACH
Taboo Mapping
We initiated a deep exploration into the lives and experiences of the target by conducting collaborative creative sessions that dove deep into psychological need, cross-category desire mapping, introducing play techniques to discuss the taboo.
Cross-Functional Hackathon
We crafted a holistic approach by integrating diverse expertise from design, technology, R&D, copywriting, and marketing. This collective effort fostered creative environment, driven by the shared goal of addressing the nuanced needs of women with empathy and precision.
Cultural and Trend Analysis
We used a comprehensive and semiotic analysis of societal trends and conversations surrounding femininity, self-expression, and body positivity to identify emergent narratives that would align the product's RTB with the evolving identities and values of modern women.
OUTCOME
By focusing on the emotional and psychological aspects of feminine care, the company was able to position its technology as not just a product, but a tool for empowerment, inclusivity, and self-expression. This approach not only differentiated the brand but also established a deeper connection with a segment of women long overlooked by the industry, contributing to a more inclusive and empathetic conversation around feminine care and incontinence.