Contrary to popular belief and current advertising trends, women do not look for over-feminised, flowery and polite designs dominated by over explicit product shots when they shop for personal care products. South African women want bolder, more colourful and contemporary designs that reflect their personalities.
Sanitary products are very personal, intimate and important items found in women's handbags therefore, they want something that does not make them feel apologetic or embarrassed about being a woman. A recent study revealed that, although shopping for sanitary products is their least favourite thing to do, women do have a real and personal relationship with how their product of choice is presented. They know what makes them feel proud to be a woman and the message from them is to be bold and unapologetic.
The research, engaging a cross section of South African women from around the country, conducted by the brand's long-term research partner GfK, is credited with inspiring the launch of the new packaging. The global research company surveyed 240 women across South Africa as well as in depth group interactions with ten consumer groups, representing Johannesburg, Durban and Cape Town of women between the ages of 12 and 35 years old.
The women were engaged to understand better what inspires women's purchasing decisions when buying products in the feminine hygiene category, all of whom tested the previous and new designs and colours in order to make an informed decision regarding the final packaging.
"We are committed to providing innovative products that are designed and developed for women by women. To do this, understanding women and their views is critical to the process. Our research is conducted in an environment that is tailored to ensuring the women participating are comfortable to openly connect and communicate. Instead of hosting focus groups that are often in cold, intimidating and unnatural settings we created tea parties, ladies evenings, journaling and dress-up sessions to better facilitate open and honest communication," says Darlene Smith, marketing director for Lil-lets.
For this specific research, the company opted for a more participatory style of research - where women, in their own creative pack making sessions, could say what they wanted. To start, they were asked to bring examples of packs that they loved and say something about them as women. The majority of the participants brought in packs that were very personal to them and were often exceptionally and exquisitely designed. It was not surprising that none of the examples were feminine hygiene products. This revealed that, despite being a grudge purchase, the packaging obviously has not been appealing to them.
As the research continued, and women constructed their own packs onto 3D boxes, it became clear that what they did not want from their sanitary products was over-complicated packaging and messaging; the women were challenging the current offer of feminine hygiene packs on shelf. Most simply feel overwhelmed by the overly and often irrelevant design and layout of products that are actually quite personal.
"It was a bold step for us to hand the process for design over to women themselves to lead - for both their own packs and the designs that the client wanted to test. To our amazement, they used incredibly bold colours and prints and made it clear that nothing was too over the top by using design elements such as leopard print and lots of bling. The correct and dominate use of bold colours was explained by the women as what defined them, in design terms, as being unapologetically female," says Lara-Lee Burn-Heyer, qualitative director, consumer experience for GfK Research South Africa.
"Over and above using bold colours, it was very important to the women that both colour and designs represent how women feel about themselves, about other women, and about their choice in products. We found that all their design choices had one thing in common: nothing about these designs should be stereotypical or patronising."
For Lil-lets, it was important to use these insights as a starting point for the new packaging; the result being artwork that is directly inspired by the women participating in the survey. This was tested extensively against their own ideas of what they felt was most attractive and against other product packaging. The packaging now comes in duo-tone bold colours of purple chic, boutique blue, dreaming green, tickled pink and perfect day yellow complemented by a rich tapestry of voluptuous paisley and baroque-styled patterns.
"This research will continue to form an integral part of the on-going 'We are Women' campaign, which is a first for female communication in South Africa. By truly understanding what it means to be a woman, femininity can be celebrated in a sincere, meaningful and insightful way. 'We are Women' is more than just an advertising campaign. It shifts the paradigm for women and creates a movement in which women of all ages, from around the world, realise just how wonderful they really are. Due to the diversity of women we also aspire to provide sanitary solutions that meet the unique needs of women - we have everything for everyone," concludes Smith.
