emma kerencheva 
brand strategist

work / about

HYDDEN


Brandcenter Project (Live Client)








CLIENT

Hydden is a solution for descrete disposal of personal hygiene products. It conceals whatever is placed inside of it so that it cannot be seen or smelt.  
ASK

Research was needed to inform the positioning of the product and the next steps necessary to bring it to potential licensing partners. Our target was women aged 18+.
METHODOLOGY

Competitive & Category Analysis
Survey
1:1 Interviews








   

FINDINGS

















Distilled 4 Key Insights That Point to Opportunities in This Space:


          01 Blind acceptance

          02 Inconvenience of current routines

          03 Desire for shame-free discretion

          04 Touch points = pain points










 


OPPORTUNITIES






IT’S IN THE NAME

Position Hydden as an empowering solution. Women don’t want to feel like they should hide disposed of personal care products but appreciate a solution designed to improve the convenience of their routines.

DON’T STOP AT SANITATION

Hydden offers women more than just privacy. Focus on its convenience and benefits to the environment and septic systems.
TOUCHLESS TECHNOLOGY

Any point of touch contributes to the pain of the disposal experience. Respondents are willing to pay more for a product activated with motion sensor technology.

CUSTOMIZATION

The potential for product customization influenced respondents in Hydden. They expressed preferences for customizeable material or finish, colors and sizes












get in touch
emanuelakerencheva@gmail.com
(804) 816 0006