The feminine hygiene products that are designed for women are more feminine than those that are aimed at men, says Aja De la Vega, a consultant and product manager at the brand’s cosmetics division.
And that makes sense.
“I think there are so many ways to express femininity, whether it’s in products or in packaging,” she says.
De la Silva says that a lot of brands have taken cues from the feminine brands that have already sold well in women’s spaces.
“In terms of packaging, there are very few things that are a little more feminine, so that makes a lot sense,” she adds.
De La Vega points out that some brands are more gender-neutral in their packaging.
“A lot of our packaging is made with women in mind,” she explains.
For example, she says, they make a lot more feminine products than men’s products.
But that doesn’t mean they’re all the same.
“Some brands are very masculine, and some are very feminine,” she points out.
She explains that brands need to be able to differentiate their products from their competitors to succeed.
“It’s about making sure that their packaging is really different than that of the competition,” she notes.
De Silva says a lot can be made out of the packaging that’s been designed for one gender.
“For example, a lot is made out the packaging of the men’s range.
For the ladies, it’s more feminine,” says De la Villas.
De los Santos says she finds the packaging to be the most difficult part of her job.
“Sometimes it’s just not easy to figure out how to make products in the feminine packaging,” says she.
“That’s why we make it so that it’s really easy to get the products out of that packaging, and not in the packaging for men,” she suggests.
Aja de la Vega says that in the past, a few companies were able to create feminine-friendly packaging for their products.
“But the companies were too afraid to put in feminine materials because they thought that the women’s would take a little longer,” she recalls.
“And that’s a little bit of a mistake.”
Aja explains that there are two main types of packaging for feminine products.
One is designed to be used with women, the other is designed for men.
“Men’s packaging is just plain more masculine,” she continues.
“You can go to the grocery store and you can find feminine products there, and they’re a lot nicer.”
Ajas de la Villases, who’s been working in the cosmetics industry for more than 20 years, says that when it comes to product packaging, the most important thing is consistency.
“We need to do a better job in consistency with what our customers are using, and we need to create products that work with what we’re using,” she said.
De las Santos says that the brands that are creating the most feminine packaging are those that offer products that have a lot in common with their own brands.
For instance, they often use the same packaging for both men’s and women’s products, she explains, because they know that customers will have the same preferences.
“There’s no need to change the packaging because it’s the same for all women,” she concludes.
De Los Santos adds that it is important for brands to put a lot into the packaging.
In the past few years, the companies that have been able to do this have managed to create a lot that can be seen as feminine.
“Women are more aware of what they’re wearing, and that’s something we need,” she stresses.
De Lascas says that there’s a lot to look forward to in the coming year, because a lot has been learned and taken into account.
“The women’s market is changing, and so is the male market,” she states.
“So you need to stay on top of it.
And we need a lot better products.”