Studies have shown that more than 300 million people across China have sleep disorders, and the rate of insomnia in women is 1.4-2 times that of men, especially during menstrual periods. As such, in honour of World Sleep Day, the Chinese menstrual hygiene products company Sufei launched its project “100 Girls’ Bedrooms” to discuss the topic of women’s sleep issues.
Joining hands with online fashion blogger Rebecca, the personal care brand invites women of different ages, from single women living alone to 30-year-old new moms to share their stories in a campaign that promotes healthy sleep while simultaneously promoting the brand’s SuperSleep underwear pads and fighting off ongoing ‘period shame’ in China.
So far, the campaign has made great waves on Chinese social media. On Weibo, the hashtag “How long has it been since you had a good night’s sleep?” garnered a staggering 67.542 million views and over 7,700 related discussions of female netizens sharing their own personal stories or tips on good ways to catch some Z’s.
A feminine hygiene products company that creates a campaign on World Sleep Day can benefit from several marketing advantages.
Firstly, it allows the company to reach out to its target audience, particularly women, who may experience sleep disruption due to menstrual cycle-related issues. By offering relevant information and advice on how to manage sleep during this time, the company can establish itself as an empathetic and understanding brand that prioritizes women’s health and well-being.
Secondly, it can create an opportunity to showcase the company’s products that can aid in better sleep, such as menstrual pads or cups designed for overnight use. By highlighting the benefits of using these products, the company can boost sales and gain a competitive edge in the market. As of 2023, the feminine hygiene products market in China amounts to 11.37 billion USD and is expected to grow at a CAGR of 6.16% from 2023 to 2027, as per a report by Statista.
Lastly, participating in World Sleep Day can help the company build a stronger relationship with its customers by showing that it cares about their overall health, not just menstrual hygiene. By doing so, the company can foster brand loyalty and trust, leading to a long-term positive impact on its business.