Real-World Insights for Feminine Hygiene Launch in China

Client

Global pharmaceutical manufacturer expanding into consumer health and feminine hygiene

Service

In-home usage testing & digital consumer insight

Sector

Consumer Health & Wellness

Coverage

China (Shanghai & Beijing)

To support the launch of a new feminine hygiene product, a leading pharmaceutical client partnered with us to gather deep, real-world feedback on feminine hygiene from female consumers in China. The objective was to evaluate the product’s performance in everyday settings and identify emotional and behavioral drivers that would influence go-to-market success. This effort was aimed at understanding emotional drivers in product adoption to guide the brand's development in the market.

The challenge

Introducing a new consumer health product, particularly in the sensitive and culturally influenced category of feminine hygiene, requires more than clinical validation. It demands a nuanced understanding of how women interact with the product in their daily lives, what they value emotionally, and what barriers may impact trial or repeat purchase. The client needed early insights to guide product refinement strategy, branding, and positioning ahead of broader rollout. The study was designed to explore female consumer behavior in Shanghai and Beijing, uncovering cultural insights for women’s products and key elements driving purchasing decisions.

What we did

We designed and implemented a two-phase research program combining a 7–10-day in-home product testing in China (iHUT) with a moderated online bulletin board (OBB) to capture reflective and authentic consumer feedback.

Twenty female participants, all primary purchasers and active users within the feminine hygiene category, were recruited across urban centers in Shanghai and Beijing. Products were distributed via centralized collection points, with local field teams managing logistics and briefing participants. Following the trial, participants engaged in a three-day digital forum insights hosted on the client’s platform, responding to guided questions and sharing detailed usage reflections in real-time.

The impact of the research

The study revealed powerful insights into product strengths, cultural expectations, and emotional responses:
• Product Experience: Most participants praised the product’s packaging, comfort, and ease of use, noting a sense of confidence and hygiene during daily wear. A few raised concerns about fit and duration, offering actionable input for usability feedback from women.
• Cultural Fit: Chinese consumers emphasized the importance of discreet design, intuitive instructions, and brand transparency. Emotional connection with health products and consumer trust in hygiene products emerged as key to trial and long-term adoption.
• Purchase Behavior: Convenience, online reviews influencing purchase behavior, and compatibility with lifestyle (e.g., travel, work) were pivotal to purchase decisions. Price and access also played a critical role in potential repeat usage, highlighting repeat purchase factors as crucial for long-term success.

These findings allowed the client to:
• Highlight key differentiators in messaging and packaging, ensuring packaging preference study results were integrated into the final design.
• Align product branding with cultural and emotional values, driving cultural sensitivity in health branding.
• Address minor usability concerns pre-launch, optimizing for user experience in product development.
• Validate broader market potential across similar Asian demographics, using real-time digital consumer engagement to gather continuous feedback.

This research not only helped improve the product but also provided deeper urban women feedback to shape a more tailored approach for future products. With these insights, the client was able to launch a product that resonated deeply with its target market while integrating wellness consumer trends and behavior-driven product optimization insights.

Bring your consumer health innovation to market with confidence, partner with us to translate real-world evaluation into a launch-ready strategy.