Response to YCN brief 2014, femfresh.

 

 

 

Convince young women to use femfresh

 

 

 

Information pack and a 7 day trial of femfresh Daily Intimate Wash. The concept behind the response was not to just tell women about femfresh but for them to try and test the product for themselves. The information pack consists of a concertina stating the facts and figures about the product, the aim of this was to appeal to women using honesty. The femfresh brand uses quite a direct tone of voice that could be seen as impersonal and vulgar. The aim of this pack was to treat feminine hygiene in a serious way and dispel any negative associations women have of the product. Along with the concertina the pack also comes with 7 scahets of Daily Intimate Wash and a small diary. The diary is used to track the progress of the trial and is sent back to femfresh to collect the results. Alternatively to the paper diary the target audience can also choose to use an app to track their progress on the move. An additional web page is also another way for women to submit their reviews of the product. 

 

 

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