400 Periods

Period has been a taboo in China for thousands of years. The communication norms of the feminine care category have perpetuated this taboo even further.

As a latecomer, Libresse, with only 0.5% market share, disrupted the category through the idea of “400 Periods”, revealing that every woman has only 400 periods in her lifetime. Periods are too rare to feel ashamed about.

This audacious idea not only skyrocketed the business, but even evoked an impactful social movement during COVID-19.

As a category disruptor, Libresse took a small step for the category, but a giant step for women and the society.