This document analyzes the personal hygiene market for young women aged 18-24 in France. It identifies key consumer insights and target profiles. The target is described as urban, digital-native girls seeking fun and stress-free routines. Ideas are proposed to create an emotional brand experience across digital platforms, including a YouTube comedy channel, mobile app, and leveraging crowdfunding. The goal is to help women feel better during their period through a 360-degree brand orientation.

1. LET’S START IDENTIFYING
THE MOST RELEVANT INSIGHTS ABOUT
PERSONAL HYGIENE FOR YOUNG WOMAN
BETWEEN 18 TO 24 YO
HOW TO CREATE A NEW PULSE TO A
FEMININE AND WELL KNOWN PRODUCT ?
March 2013
Strategic Planning

2. THE CONTEXT

Discover and analyze the « French market » for « personal hygiene »
according to a « 18-24 woman target ». In addition the target is
« challengeable » so she can be younger or older:
« GIRLS JUST WANNA FUN
BUT…
WITHOUT ANY STRESS.»

3. How many women between 18-24 consume
period product in France ? (exemple)
« period product competitive universe» in
general
… % of French Women
………… Women
«period product » consumers
between 18-24
=
… % of French Women
…. Women
Source: Simm –TGI 2012 R2

4. THE CHALLENGE
?

In order to initiate ROI, imagine new insight about it.
KEY INSIGHT ?
« It sometimes difficult to buy sanitary
napkings and pads with conviction. I
choose one by habit not because it’s a
brand choice’s. They all have the
same purposes and are out of touch
with my social life reality.
Which options to choose ? »
Laurene 23 student, master degree

5. First step through
woman between 18-24 (period product competitive universe)

Identify insights among the woman period product universe :
Competitors list :
NANA / VANIA / ALWAYS / NETT / TAMPAX / SUPERMARKET BRAND / OTHERS

In our French Data base we can create the following target
Target Definition
French WOMEN between 18-25 consuming period product
(sanitary napkings, pads brand or others)
Always
or Nana
or Vania
or Nett
or Tampax
or others
……… of women – …% of total of French women
Source: Simm –TGI 2012 R2

6. On a qualitative scope (exemple of process)
Core target
Challengeable target
Common aspect
...-... -…
Csp ….
Creative-Dynamic- Instinctive
Inno- Beauty….
Who likes to take care of his image and herselves
Core target difference
….. –….. age
Rural –Townswoman
Upper Middle-class
Employee/worker- Student
Brand wanted
In construction/ In search of a situation
– age
Parisian
Upper class
……
Mega consumer
Assumed but looking for his youthness
Common aspect with different interpretation
Ambitious
Materialist
In search of his personality and style
Source: Simm –TGI 2012 R2
esthete
epicurean
Perception/feedback
Skilled/experienced
Succesfull
Image conscious

7. THE TARGET PROFIL AND THE PRODUCT PERCEPTION
«The solomo hipster »
She creates the trends on his
blog… She exposed is social
life on everythings….
Innovation and design are
important to her. She wants
the best.
« The gossip girl»
« The sportysual »
« The miss normal »
With an expensive budget,
she looks for the best qualities
The price isn’t a problem .
Mouth to mouth is important
for her also commercial in
high mag ( Elle, Vanity Fair)
Hyperactiv, this sporty girl live
their life. She only cares about
confort, quality and the way of
using it fast without any
change in his life
She is faithfull to a brand.
Sometimes it’s the brand she
uses since teenage. Mouth to
mouth is important for her.
She looks for the 50/50 (
price/quality)
« The mumighty »
« The uninhibited»
She doesn’t have any favorite
brand. She loves to change,
discover new product with
benefit. She used one month
a typer and another after.
Extremely activ. She cares
about confort and ergonomics.
High performance and flexibily
are also a key factor.
But for everybody, there are some KEY FACTS :
An utilitarian and a practical need
 « comfort»
 « ergonomics»
 « quality»
 « versatility »
 « the protection level »
And also some important differences among:
An emotional and irrational need
 « brand signification and brand image»
 « innovation»
 « design »( packaging, color)
« communication strategy »

Without (SIMM TGI/MEDIALAND/SURVEY MONKEY/STREET ITW)
Sources : One hour in a supermaket watching the consumer specially women between 18 to 24yo bying period product, Facebook conversation and websites (LSA, lineaires.com, au feminin.com…)

8. Identification of the target (example)
Who are they
ATTITUDES, BEHAVIOURS AND INFLUENCES
•
•
An egoentric, manly and independant consumer
Well ajusted and highly proud, comfortable with their feminity,
•
Who like fashion, mixed up brand and create their own style
•
Play with their appearance
Life shapers, in opposition with a fixed model
Curious, innovative, do not take themselves seriously
•
SOCIODEMOGRAPHICS

AGED

…. ( % IND )

ACTIVE

STUDENT….
•
New technology fans
•
High digital media consumers
•
Sport helps me to keep an attractive body ( % ind )
. ( % IND )

PASSIONS AND INTERESTS
1 per week
•
Musculation, cardio training , jogging
•

URBAN

CITY + …..

PARIS AREA ……

MÉDITERRANÉE AREA …..
Source: Simm –TGI 2012 R2
fight sport ( % ind ), racket sport ( % ind ), team sport ( % ind )
•

9. CREATIVE OVERVIEW
There is a clear distinction in communications between
Discount and
Premium brands
TERRITORY
MAIN REFERENCE
High-street brands
ANY
The lol attitude
No reference
Humour and non
conformity
OTHER REFERENCES
MEDIA
American comics
“Young folks”
High skill brands
The girl expert
The glamazone
Epicurism
The individualism/
The self esteem/
Feminity/
Spirituality
NO
NO MEDIA STRATEGY
Teenage life/ The
market reference
Moving life /
The body
expression
TAMPAX
NETT
NANA
subversiveness,
absurdity, non
dramatization
SUPERMARKET
ENDORSEMENT
Lifestyle brands
Girly/Pastel
colors/ Naive/
Outworn
Sexy/
Provocative/
Dynamic/
Unleash
Dance /
Breaking free from
constraints/
Modernity/ Freedom /
Rebellion /
Positivism/Dynamic
Classic/Easy/
Direct/Basic
Colorful
Body control /
Fashion
Confident
TV
INTERNET
TV
INTERNET
PRESS/TV/
INTERNET/OOH
PRESS/TV /
INTERNET/ OOH
ALWAYS
VANIA
Evanescent /
Estethic/ Poetic
High cosmetic or
fragrance
campaign code
TV
INTERNET

10. Touchpoints
Favorite Media overall:
Social and fun website last 12 months:
Websites last 12 months:
Media target
Most favorites TV channel:
Score: Press title read last month ( news +
magazines)
Most favorites TV programmes:
Reading for the last 12 months:
Reading last month:
Listen
World of mouth:
Likes to try before they buy
Has already purchased a product with a sample
Likes to buy on the internet, more than 3 times /week
Billboard
Magazines:
TRAVEL
RETAIL
Travel websites:
Where they buy:
LEISURE
Smarbox:
Places where they are most attracted by commercial
Consumption of cultural products
Cinema
Sport
Source: SIMM-TGI 2012 R2
Place where they are most attracted
by commercial

11. A target THAT it must be convince at the right time?

Dailies
To help her to say no
to daily lazy routine !
OR
Holidays/special events
To initiate new rituals
at a more favorable
moment

12. Three steps and facts above new trends and social media revolution
for our target
THE TONE
GIRLS WANNA HAVE FUN
AND BE
HELPED/PROTECTED
Glamourous / Off-the-Wall /
Positiv / Dynamic / Digital
Core target
THE TARGET
Urban girts from 18/24
Challangeable target
Girls from 16 to 30
DAILIES
TIMING
HOLIDAYS

13. HIS DIGITAL LIFE
+ 80% of girls under 25 are
registered on a social
network
Exposed at an early age to
connected computing,
multimedia nomadic
practices, particularly related
to mobile phone, social
networks… They are :
Digital natives
Source : Bigot & Crotte 2011

14. with a certain critical distance
Facepark by Diesel. Campagne Be stupid

15. But with strong desire/link with theirs communities

16. An Identity construction through the others
digital natives and digital social networks
THE WEB A
GENERATIONAL
MARKER
PROJECTIVE
E-réputation
VIRTUAL
SOCIALIZATION
ME TOMORROW
NARCISSISTIC
SACRALIZATION
wired actor
ME AND THE OTHERS
EMANCIPATION
ME AND I
ME AND MY CLOSE RELATION
Community influence
Influence according to the purchase and
consumer habits

17. Proposition 1 : Improve the daily
Create a video magazine and tutorial on youtube like « Sephora » or a video coaching mag
with advice about ( sexo, cosmeto, fashion, food) to play down about periods animated by
Cristina. It will create traffic on the site and free promotion by the video exchange.

18. Idea 1: Defends the Freedom of woman expression

The LOL génération : Be stupid,
schoolboy, but accessible to everybody
from the core target to the extanded one.

19. A Youtube channel and a girl comedy night to find
the « next stand up girl » for the new generation


Berengere Krief,
Sophie Aram, Claudia
Tagbo for the jury.
Between like, crm, and a PR strategy, this give a positive image for the
brand and another idea about period brand. Girls have a fun moment and
the brand is better recognanized by the target. Those women write about
woman situation, their day, their life, their problem as a modern woman.
Young women love to watch it and exchange about it on their wall.

20. Curation and LOL content
By using the social media, they
wants to have fun at first.
- Video clip, short film, programm, « LOL »
content are the best topic.
-They waiting for « fun » and « cool » content
without any links with the difficulty of being a
girl and having his period.
A FEMININE TARGET WHO IS
CONNECTED ON SOCIAL MEDIA TO
DISCONNECT WITH REALITY AND
WHO WANTS TO LEARN AND
DISCOVER NEW THINGS.

21. Idea 2: Sponsorised a sport woman club

Create a short programm to be shown in sport club like « Curves » or
« Club med gym » with specialized exercise to do during period.


It gives a sporty, dynamic image with a different angle
and also focus on a target that period brand doesn’t
use a lot… « The sportysual woman ».

22. BRAND: AN EMOTION
CREATOR

-

A spontaneous and impulsive population
is define online by sharing emotions.
Brand must have to play on empathy to
conquer her core target but also in order to
catch a new one. An approach that involves
the creation of emotional connections by the
amplification of the message.
3 millions U V « Chatons de
Bouygues Telecom »
http://bit.ly/wMn3lo
85% of French people love online
video * .
PLAY ON EMPATHY
CREATE EMOTIONNAL CONNECTION
6 millions UV the karaoke by TMobile at London
http://bit.ly/zlW8sY
* source : Comscore, November 2012

23. Proposition 2: Digital empowerement

Personnal branding

E-reputation / Popularity

24. From ‘On’ to‘Off’
Integrate Social, digital and,
Mobile in brand experience
A population that constantly keeps
her social circle in his hand

To validate product choice
To compare bids, prices
Each interaction with the brand can
find an automatic resonance on the
web

BUILD AN EXPERIENCE THAT
REFLECTS THEIR WEB JOURNEY ...
OVER THE DEVICES AND PLATFORMS
IS POSITIVE ... AND WORTHY TO BE
SHARED BY THEM TO THEIR FRIENDS

25. Idea 1: Help and surprized customer

Create an « SOS beauty service » who could deliver in Paris for woman
all the brand line by using e – commerce (Paypal site) or Facebook.

It modernizes the purchase process. It could create a new
dynamic above and about the brand and also close a tabou about
bying it at the supermarket. It could probably open a new biz. But
most of all upgrade and attract new client ( the core one which is
young and dynamic and who wants to try new things). But the
challangeable target will be also interested by it.

26. Idea 2: «When the day » arrive application (health app)
Create a period & ovulation tracker mobile application to help woman to

relax and find idea when they are in period
.
Give advice, provide solution, buy sanitary napkings
and pads when you’re on the rush… Woman have more
than 25 apps on their mobile. But there is no app to buy
pads , planned your period and be alerted when it will
begin. For the younger it will make them self confident
with their body.
The application could include:
Daily/Monthly/Yearly menstrual/ovulation calendar views
Daily Editing of mood/flow/cramps/skin
Tips & Notifications personalized to the time in your cycle
“Ask the Expert” section to ask an expert any question you might have
“Shop” section to purchase products without making a trip to the store

27. Idea 3: The beauty box effect

Create or sponsor a « beauty box » or « SOS kit » with « Vente
privée » or « My little Paris ».
It’s a young, succesfull and well kown concept. It will
also rejuvenate the brand client and enchance his
fashionista and solomo hipster target who will talk about
it on chat and social media. It will creat some free
promotion over a wilde target and audience. Most the
brand mouth to mouth will be increase.

28. Idea 4: Use and promote crowdfunding for woman project
and woman independence

This is an effective mechanism in order to revitalize
the image of a product relying on creativity and
humanism.

Select and choose object that are part of the
audience routine or humanitarian NGO for woman.

Develop a sense of own from the target on the
brand ; « I’m the one who decide about which
project my brand is responsible about and How I
change is brand perception ».

http://bit.ly/Ad3l5a
Brand goal: capitalize on woman project and
huminitarian programm for woman.
CROWDFUNDING : HELP BRAND
RECOGNITION BY THE CORE TARGET
CONSUMMER AND STIMULATE
INDIVIDUALISME BY CREATIVITY
Source :http://www.forbes.com/sites/geristengel/2013/01/02/can-crowdfunding-live-up-to-its-potential-for-women-entrepreneurs/

29. Final idea: A 360° ORIENTATION
LESS STRESS FOR THE TARGET = THE BRAND HELP ME TOO FEEL BETTER DURING
MY PERIOD, I FEEL BETTER AND MY LIFE TOO

This device is created by rich media to showcase both products, the digital platform and the event and can be deployed to
all the audience and the target:
Phase 1 : Create a digital plateform
Add a « special tag » to the media copy from the brand
product to communicate about it
Phase 2 : Event promotion
Phase 3 : Create a new FB pages for the
event to enchance a new digital dynamic
Print campaign to speak about the event to
lauch it
PRINT
« Have fun during your
period»
Drive to web
http://girlwannahavefuncom
Brand prodcut, 2012
http://www.facebook.com/girlwannahavefun
...s
Copy TV
Drive to web
Drive to
Appli iPhone
Girl wanna have fun event
 Idea 1 : a woman stand up night
 Idea 2 : a secret spa for woman find
after a hunt in Paris with an Iphone
http://girlwannafun.com
 Idea 3 : a party night where
everything is provoke by twitter reaction
The girl wanna have fun
application a brand content to
persue your brand experience
in addition to the digital
platform and the event

30. ANNEXE

31. My Contrexperience season 2

WHO : Contrex

WHAT : Create an event in order to put the brand
closer to its consumers and give it a funnier image.



A new concept, a new vision support by an
impressive technical PR event supported by the
latest technology. All the elements are there for
an event that it will be talked about in Paris and
on digital media around the world. Lighting
effects, 3D and sport in group: the perfect
experience to improve the brand image but also
develop the target.
The success of this event is due to the
impressive success of it on the web. Relayed
through social networks, the concept is all over
Facebook and Youtube. The experience
continues on the Internet. New technologies, new
media tend to stretch space and time. My
Contrexperience concept becomes a mass
phenomenon. The brand has understood the mix
of games light, urban event and virality.
Source : http://streetplanneur.com/index.php/2012/09/10/contrex-revient-encore-plus-fort-avec-my-contrexperience-saison-2/

32. Nivea bons plans

WHO : Nivea

WHAT NIVEA Deals apps offers benefit for brand
consumer throughout the year for advice and
information on NIVEA, while enjoying attractive
promotions and improve the brand target.
NIVEA Deals allows you to:
- Have access directly and freely to information about
NIVEA products and their use: advice, innovations,
web-series ...
- To discover valid promotional operations about
NIVEA products. These offers allow you to get a
refund or a bonus after purchasing a NIVEA product.
- To participate in these offers directly from the mobile
application.
- To receive your refund or bonuses in a few days.
- To monitor the processing of your participation, and
access to customer service.

Source : nivea.fr

33. Evian chez vous.com « Sos home delivery»

WHO : Evian

WHAT : At the beginning of June, Evian has launched
a home delivery service. Available in Paris, the service
offers to customer to deposit packs directly at home. A
smart idea to forget his caddy, particularly in Paris
where it ‘s sometimes difficult to shop without a car,
but also to develop interest for families who may need
several packs or single lady who doesn’t have time.

The basic premise is according for Evian that French
don’t drink enough water. The brand hopes to
encourage water consumption and even offers a
variety of subscription in order to repeat his order
every month or every week. With free delivery for a
minimum of 15 euros, the offer is tempting. It shows
that a brand could adapt and be flexible to stressful
way living .
Source: http://www.lefigaro.fr/societes/2012/03/06/20005-20120306ARTFIG00598-evian-et-badoit-livrent-a-domicile-paris-et-sa-banlieue.php

34. Thanks for your attention