Board 1
YCN Femfresh Convince young women to try Femfresh
Eve Warren
OUGD603
YCN
Femfresh
Board 2
Convince young women to try Femfresh
It has a unique pH-balanced formula developed by experts to care for and look after intimate skin. Gynaecologically & dermatologically tested products Only 5.5% women use Femfresh There is still some stigma attached to the brand. Even if they buy it they often feel embarrassed and stash it in their bathroom cabinet.
Eve Warren
OUGD603
YCN
Femfresh
Board 3
Target audience
Women 18-24 years old, who spend more time looking after themselves. They use many different personal care products every day. Aim to bring more young users to the brand. Make it part of their daily personal care routine without feeling embarrassed.
Eve Warren
OUGD603
YCN
Femfresh
Board 4
Brand personality
Sassy, confident, clever, credible...
The creative challenge & requirements
We want to bring more young users to the brand.
Engage with the target audience Your campaign will need to have the potential to work across different channels.
Make it part of their daily personal care routine without feeling embarrassed.
Please include the Femfresh logo within work
You’re free to demonstrate your thinking in any medium or combination of media.
Eve Warren
OUGD603
YCN
Femfresh
Board 5
Monthly care pack
How it works
The idea is to create a campaign that works on the basis of womens monthly needs. This would be to make a care pack that women recieve in the most every month, filled with products they need. The campaign could start off as a free sample box then expand to subcriptions. Everyone loves getting free stuff,
Eve Warren
OUGD603
YCN
especially young women within the age range of 18-24 and high percentage of the target audience are students or just starting out so they are not made of cash. To make a monthly care pack it would have to have a special appeal to it so that women really want it. It has to be affordable for Femfresh to produce.
Femfresh
Board 6
Similar products
Glossy box
Birch Box
Affordable The best thing about Glossy box and Birch box is that it they affordable. The prices are super cheap for products that wants to look luxurious. They start from ÂŁ10! Again girls who spend a lot of time using products / looking after themselves are willing to spend. Plus this sample box campaign has to be affordable for Femfresh to promote.
Eve Warren
OUGD603
YCN
Femfresh
Board 7
Unwanted... Sassy, confident, clever, credible... Boring, embarrassed, invisible, uncredible
Eve Warren
OUGD603
YCN
Femfresh
Board 8
Refresh the brand
Eve Warren
OUGD603
YCN
Femfresh
Board 9
Refresh the brand
Currently Femfresh play around with humourous and not so serious copy relating to nick names women give to their lady parts. For example Mini, Twinkle, Hoo Haa, Flower, Fancy, Yoni, Lady Garden, Jay jay, Nooni, La La, Froo Froo, Vag Jay Jay. I do like playful and humourous brands / copy writing, however Femfreshes brand image (especially the packaging) contradicts this.
Eve Warren
OUGD603
YCN
Femfresh
The brief states that Femfresh wants a Sassy, confident, clever, credible campaign. I want the brand to be taken more seriously instead of shying away from the stigma. I have taken the word ‘flower’ from the list, as it has scope ranging from symbolism of fertility to feminine imagery and patterns.
Board 10
Islamic geometric flower patterns
The origins of biomorphic patterns go back to an era of agricultural worship. Agricultural worship was born in the times of nomad settlement and was based on the idea of fertility. Fertility of nature and soil was widely praised and the emerging crops had become a symbol of life. Earthly reflection in the natural symmetries found throughout nature and most strikingly within the world of flowers, the
Eve Warren
OUGD603
YCN
Femfresh
proportions of which are governed by simple geometric laws. The origin of the word ‘cosmos’ is adornment (from which we derive the modern word ‘cosmetics’) and the adornment of sacred buildings with both floral and geometric patterns makes the viewer sensitive to the subtle harmonies uniting the natural world around us with the cosmos.
Board 11
Applied patterns I had ago at a floral islamic pattern myself which could be applied to packaging etc. Here is my initial outcomes.
Eve Warren
OUGD603
YCN
Femfresh
Board 12
Communication
Web banners
Magazines
I need to consider how I would advertise the new care pack scheme through advertising on the web to magazines and larger scale formats such as billbaords. I would need high impact images, of products as well as them in use.
Eve Warren
OUGD603
YCN
Femfresh
Billboards
Board 13
The power of the hand bag
I have come up with this idea surrounding the power of the hand bag, as women keep essentials in them. The hand bag is not just pratical accessory but it is a fashion statement. To advertise Femfresh and the refreshment of their brand I would like to art direct a fashion shoot. It will capture the products as well as them in use.
Eve Warren
OUGD603
YCN
Femfresh
Board 14
Don’t be ashamed of whats in your bag During the summer of 2013, the see through bag was in vogue. This image inspired me as she is carrying around wet wipes. It’s quite load and proud as you can see all the contents in her bag, There is a real stigma against Femfresh so this would be a great image to use as an advertisment through product placement.
Eve Warren
OUGD603
YCN
Femfresh