Title	PERIOD COUTURE
Brand	LIBRESSE
Product/Service	TAMPONS
Category	D03. Health & Beauty
Entrant Company	MOMENTUM Gothenburg, SWEDEN
Advertising Agency	MOMENTUM Gothenburg, SWEDEN

Name	Company	Position
Markus Näslund	Momentum Ab	Creative Director
Anders Collin	Momentum Ab	Account Director
Susanne Lidman	Momentum Ab	Account Manager
Susanne Blomster	Momentum Ab	Art Director
Fia Erixon	Momentum Ab	Copywriter
Malin Hillström	Momentum Ab	Art Director assistant
Sarah Arnett		Graphic Designer

Brief Explanation

The female hygiene company Libresse makes tampons and pads. The brand Libresse is all about strong female characters and how it is to be a woman. They launched their tampons in Sweden in 2008 to challenge OB and have been growing steadily ever since.

The Brief

It’s 2015 and women are still ashamed of their periods. Libresse wanted to change this with their tampon re-launch. By working with the design they wanted to change the view on female hygiene products and ultimately change the view on periods.

How the final design was conceived

Tampons are usually carried in a handbag. And handbags are among the top fashion accessories; almost every big fashion brand has had a handbag collection at some point. You keep your wallet, smartphone and maybe a pocket mirror in your handbag. But what about those tampons? Why have no one tried to make the tampons and their packaging look good as well, to compliment the handbag and all of its contents? That was our thought process. Let’s make tampons look good. Let’s bring them out of the shadow and into the sun. They are nothing to be ashamed of, and they shouldn’t look like it either.

Indication of how successful the outcome was in the market

The new tampons were something customers had never seen before, and they appreciated them. We saw a lot of buzz on the internet from both bloggers and consumers who celebrated the new design. Libresse became known as the brand with the stylish tampons. And they increased their volume sales with 3,1% compared to the year before.