CASE STUDY THREE: CPG
CPG:
From Feminine Hygiene to Feminine Self-Care
CHALLENGE
A leading conglomerate in the feminine incontinence sector sought to introduce a groundbreaking technology amidst an evolving market landscape with a growth of niche and white label players. The aim was to not only effectively market this innovation but to genuinely resonate with women who have been traditionally underserved by the industry, specifically addressing the needs of those with heavier flows and larger body types.
POINT OF VIEW
People today look past traditional category boundaries when making their choices, guided by values and the impact brands have on their lives and society. We believe that 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 They're the forward-thinking brands across sectors—from beauty to healthcare—challenging outdated norms and fulfilling previously unmet needs with resonance and inclusivity.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
In-Depth Consumer Engagement
We initiated a deep exploration into the lives and experiences of the target demographic by conducting collaborative creative sessions that dove deep into psychological need, cross-category desire mapping, introducing play into the conversation about a taboo and challenging topic for many.
Cross-Functional Team Collaboration
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 engaged in a comprehensive analysis of societal trends and conversations surrounding femininity, self-expression, and body positivity. This helped identify emergent narratives that would align the product's RTB with the evolving identities and values of modern women – beyond thinking about competitors-as-usual.
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.