ELLIE WILSON

creative brand manager





Hydden 

Consumer Research | Live Client
My Role:
Research
Strategy & Storytelling
Insight Development
Client Presentation 
The Team:
Kirsten James (Brand Manager) 
Erin Kang (Brand Manager)
Emma Kerencheva (Brand Manager)

 




Background:

Hydden is a solution for the discrete disposal of personal hygiene products. The disposal system conceals whatever is placed inside so that it cannot be seen or smelled. Hydden’s target audience is adult women.
 

The Ask: 

The Hydden team had begun the initial phase of product development and needed research to inform the product positioning and next steps to bring Hydden to potential licensing partners.



Methodology:
 
Competitive & Category Analysis
Survey
In-Depth Interviews



    Insights:

    Blind Acceptance. Women silently navigate a series of challenges, from discreetly managing used hygiene products to grappling with the unspoken struggles of odor, hygiene, and environmental concerns. For many, the conventional means of disposal were accepted as the norm, an unquestioned part of their routine.


    There is a desire for discretion, without the hint of shame that often comes with it. It is essential to emphasize that women, like everyone else, should not feel any shame or obligation to conceal or hide evidence of their personal care routines.


    Current routines leave plenty of room for improvement. Women express apprehensions regarding their product disposal routines, resorting to methods like wrapping items in toilet paper to conceal them in trash cans or even flushing tampons down the toilet. Beyond these immediate concerns, there is a growing awareness of sustainability and environmental issues associated with these practices.


    Touch points are pain points. There is a strong desire for touch-free, motion sensor technology when disposing of personal care items in both private and public spaces. Women want disposal units with lids that automatically open with the wave of a hand.




    Opportunities:
       Based on our findings, we suggested the following opportunities for Hydden’s future positioning and next steps.  


    It’s in the name.

    The name “Hydden” might reinforce feelings of shame and the expectation that women’s personal care disposal routines should be secretive. Hydden could be positioned as an empowering solution.

    Don’t stop at discretion.

    Hydden is a solution that offers women more than just privacy. Emphasize the complex nature of personal care disposal and the many benefits of Hydden that appeal to women’s unique wants and needs such as the enviroment, their septic systems, or pure convenience. 

    Touchless Technology

    Any point of touch contributes to the overall pain of the disposal experience. Respondents reported being willing to pay more for a touchless design.