Most brands claim to have natural products. How was Heyday different? How can we show consumers what is really good for them, without sounding preachy?

On researching, we found that despite how highly saturated the personal care segment was,  consumers were still uninformed about body and planet hygiene. To bridge this gap, it was necessary to educate them on the importance of using clean products through Heyday’s brand language.
The research helped us identify the target audience to be those who were environmentally conscious, aware of the choices they made for their body and were willing to go the extra mile to buy 100% natural products.
We realised that we could also only talk about feminine hygiene if we bust the stigma around menstruation since sanitary napkins were the brand’s first product. So it was important for the brand to be approachable and smart, while also staying fun and informative.