Yoai has launched a new tampon brand onto the Chinese market in the hope of revolutionizing the feminine hygiene market, according to a report published by The Drum.

With tampon sales accounting for just 1 percent of the £60.7 billion feminine care industry, Yoai is hoping that its new brand, Fémme, will encourage women to convert to the sub-sector.

Yoai enlisted the help of Pearlfisher to develop the brand identity for the range. Packaging is discreet and distinctly premium with soft pastel colors and contemporary styling. Each box carries usage instructions in a bid to dispel many of the entrenched health concerns over tampon usage that prevail in China.

Femme is said to the first in a series of launches planned for the feminine hygiene sector, and will be sold via WeChat.