Sajan Raj Kurup’s empowering brand redesign

In marketing, the consumer base is divided into segments. Segments that help brands to sell their products to different pockets of people seamlessly. One segment of the market which is often overlooked and underdeveloped is Women. This might be surprising because women make up almost 50% of the market. Companies often consider women in a homogenous group with predictable behaviors, but that is far from the truth. It is important to think of women as individual buyers. Women make the major decision in a household, they influence at least 80% of all household spending's. So it is of course profitable for companies to focus their efforts towards a female-centric audience. Above all else, what female consumers really want is to build a relationship with the brands they use. Companies should gather intelligence and personalization tools to target female consumers with specific messages to help build these relationships. Women often do extensive research before buying a product, so by promoting added value, such as after-sale services, companies can help women buy the right products. It is also crucial for brands to avoid stereotypes when it comes to women and promotes positive ideas instead of negative ones.   

Faith Popcorn, one of America’s consumer trend experts, in an interview quoted “Companies think they're marketing to women - but they're not. They really don't realize that women have a separate language and a separate way of being.” It is important for companies to realize how to market their products specifically to the women sector of the market, without being stereotypical and patronizing while empowering Women and building a healthy relationship with their customers. 

 

One such company is the sanitary napkin brand ‘She Comfort’ by Emami. The Emami Group is a Home-grown FMCG that acquired the sanitary napkin brand ‘She’ in 2014 from Mumbai-based Royal Hygiene Care. The brand under Emami has been silent since then. Although the brand had its presence in selective pockets, it could never reach a broader scale of people especially when the female hygiene segment is dominated by companies like Procter & Gamble, Hindustan Unilever, and Johnson &Johnson. It even gathered rumors of Emami selling the product in 2018. The brand needed a dire refresh, and the task fell into the hands of Creativeland Asia (CLA). CLA is an Indian multinational advertising agency that took on the task of relaunching ‘She Comfort’ with creative ads. Apart from integrating marketing communications, CLA will be creatively redesigning and revamping the brand including its packaging design to empower and elevate the brand. It is to be seen how CLA brings the product back to life with their 14 years of industry experience. For now, the product page on CLA’s website just reads “Emami's She is an innovative sanitary napkin brand that has a new story to tell. As a brand that truly understands women and their discomforts, She has a warm new message for them.