Brief 16 : YCN Femfresh initial ideas & research

Initial thoughts and ideas & research

Femfresh want to bring more young users to the brand and make it part of their daily personal care routine without feeling embarrassed.

Therefore I think it would be good idea to put together a campaign that can work across various channels ranging from packaging to an advertising campaign.



Revamp the packaging

Currently the Femfresh brand is quite unappealing 

First of all the name is off putting

The packaging looks tired and sterile

Revamp the packaging so it appeals to the target audience - make it more confident and sassy.

Keep the brand essence and use the logo tastefully.


Current products / competitors of Femfresh

As you can see non of the packaging is that engaging. It looks like it has been designed for women to hide away - there is no personality - non are confident or sassy. Why should women hide these products? It looks like the brands and retailers are wanting them to.

Sample pack

Everyone loves getting free stuff.

Especially young women within the age range of 18-24.

Many are students or just starting out so they are not made of cash.

The sample pack has to have a special appeal to it so that women really want it.

It has to be affordable for Femfresh to produce it too.




Case studies

Graze

Graze boxes are really popular and it is exciting to get them through the post. They offer a personal touch as you can pick and choose what you want in the box.

BeautEco Box

Beauteco box runs of a similar idea to Graze and offers people to pick and choose a selection of fun and witty organic products.

Glossy box

Glossy box however are a little more up market compared to the Beautbox which above sell themselves along the 'girl next door' lines and brand themselves very much like Graze. Glossy Box on the other hand deliver a diverse selection of 5 beauty treats that include niche, high-end and emerging brands. There global experts curate the latest trends and products to bring you reusable and stylish boxes full of beauty essentials, that will leave you looking and feeling great, time after time. The packaging makes it just a little bit more special and if the Femfresh target audience of the YCN brief enjoy beauty products / take care of themselves then I think they would grateful for something like this.

Glossy box is affordable

The best thing about Glossy box is that it is affordable. The prices below are super cheap for something that wants to look for luxurious. 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.

Birch Box

Also appear to have great packaging. The packaging below is a good medium between Beauteco box and Glossy box as it has a similar aesthetic to Beauteco box with the use of cardboard however the packaging look a lot more defined and edgy through the use of great colours and patterns. The branding and finishes are good and are to a standard similar to Glossy box.

Birch box encourage people to sign up and receive a monthly delivery of high-end beauty and lifestyle samples that have been customised for them. Birchbox was created to help consumers cut through the clutter of the retail world to find products that really work for them.

Love me beauty 

Love me beauty is again very similar to the previous three I have posted about. They delivering exclusive luxury sample beauty boxes with a choice of 3 menu’s, delivered to your doorstep. Love Me Beauty claim to strive to create an ultimate beauty experience for its subscribers. Boxes contain skin care products, hair care products, make-up items, fragrances and a few other surprises – all for just £10 plus P&P!

With various beauty products available in the market, selecting the best items can be a challenge. At Love Me Beauty, a team of specialists sends the latest beauty products to our subscribers to try so that they can discover products that best suit them.

I dont believe that the iconography above is the best but I think it is a clear and simple way of explaining how these boxes work. The campaign needs to cover a broad range of channels therefore iconography can be applied to the Femfresh website.



Art directed photography campaign

The campaign could cover different medias but it needs to have the potential to work across different channels. Therefore I propose that this project should take up the ambitious challenge of not only working on a women hygiene product but produce something that is flexible and diverse for a brand to use. 

Art direct a stylised shoot that contains the Femfresh product in a sassy, confident, clever and credible way.

Hit the target audience through the use of fashion and styling

Don't over complicate the photographs, leave space for text / branding so it can be used on a billboard or can be received clearly on a screen.