Libresse ,as a new brand in china, – how can we cut through with our new product?

Chinese women today are open-minded and very daring to express themselves openly. However, there is one thing that they would be carefully hiding and covering up – their periods. Libresse wants to challenge category conventions, enlightening Chinese women that: every one of them only has around 400 periods in life, every period deserves to be treated normally.

 

We started a #400 Periods# campaign. Through a series of videos, inviting women to share their period shame stories on social media, we encouraged them to face up to and treat period with a more open attitude.

#400 Periods# campaign created huge discussion and sharing, and also skyrocketed sales for the brand. This move not only shuttered topics around periods, but also marked a huge win of Libresse, cutting through the China market as a newcomer.

As a new brand, Libresse did not even reach 0.5% of market share (please keep confidential)  – how can we cut through with our new product?

Chinese women today are open-minded and very daring to express themselves openly. However, there is one thing that they would be carefully hiding and covering up – their periods.

Libresse wants to challenge category conventions, enlightening Chinese women that: every one of them only has around 400 periods in life, every period deserves to be treated normally. We started a #400 Periods# campaign. Through a series of videos, inviting women to share their period shame stories on social media, we encouraged them to face up to and treat period with a more open attitude. #400 Periods# campaign created huge discussion and sharing, and also skyrocketed sales for the brand. This move not only shuttered topics around periods, but also marked a huge win of Libresse, cutting through the China market as a newcomer.