Posted on: Mar 03, 2022

Evolving Femininity

Reading Time: 4 minutes

The COVID-19 pandemic has deepened the pre-existing inequalities between men and women, exposing their vulnerabilities in social, political and economic systems.  In fact, women across the world have shouldered many challenges since the pandemic started. As a result, a new wave of women have emerged, with members who are more intimately connected with their femininity, looking to it as a source of  community, rest and progress.

At Pointbleu Design, we are here to offer strategies for catering to these ideas of femininity across relationships, image and identity. By tapping into these values, savvy brands can form a deeper connection with women around the world.


Many women are adopting a unionised mindset through brands that champion female empowerment and resources that help them succeed as a group. In this sense, women will look for new systems to fuel and organise their ambition and necessities.

With this perspective, brands must understand that consumers will look for campaigns and products that strive to advance women’s equity, progress and opportunities as a cohort.

Cocoro is a brand that has created period panties designed to feel comfortable against their bodies: whatever their shape, whatever the day. The company collaborates with Feminist Foundations and Associations whilst also helping to fight misinformation about menstruation that has been perpetuated from one generation to the next. Also, they take womens’ considerations into account when creating their products and packaging.

We created the new packaging for Mia


Despite the world’s insistence that women be assertive and bold in order to succeed, some are honouring their softer sides. In fact, women are pushing their spirituality further into the mainstream, embracing their femininity as a form of spiritual self-care.

Brands must recognise how this mindset will bring about a new understanding of women’s self-care routines. Moreover, women are more likely to invest in intentional self-care that affirms their identity, purpose and unique femininity.

Mooncup’s packaging shouts proudly from the shelf.


The ubiquitous use of filters and unreal aesthetics mean that women now seem to be almost unrecognisable from how they were before. Now, the female gaze will explore how women should be better represented in the future. A lack of authentic representation of women in media and culture has also created a sense of dysmorphia around womens’ appearances.

Brands should study and focus on understanding the female gaze as a perspective owned by women, for women.

An adidas sports bra campaign featuring bare breasts brought praise for representing more diverse bodies and criticism for objectifying them. The duality signals the complexity of female representation


Women are feeling empowered to find consent, pleasure and freedom in their sex lives.

The sexual and wellness industry has shifted to prioritise female consumers in recent years, with a focus on education, pleasure and intimacy. 91% of women say that they aren’t comfortable with their bodies. Try to connect with women inways that don’t involve sex, exploring the five senses via experiences such as nature therapy.

Selfmade’s intimacy serum has ingredients designed to soothe the nervous system. It can be used as lubricant or to help massage out trauma or stress held in the body


It goes without saying that women are experiencing burnout at a much higher rate than their male counterparts, as they must work harder to reconcile their working and personal lives. One in three women in the UK reported being asked to look nicer or wear more make-up during video calls. In response to these demands, women will look for ways to break the boundaries that separate them from equality.

Brands can show they support women by celebrating their choices, whatever they may be.

Bread Beauty Supply encourages Black women to embrace “lazy girl hair” in a world where their natural hair has often been deemed ‘unprofessional’ or ‘inappropriate’

We strongly recommend championing women as a collective through learning and education, rather than competitive hustle culture.  Brands must start to respect their boundaries and celebrate their feminine energy. Thus, consider exploring the female gaze when creating packaging.  Ask yourself if your brand could do a better job of reflecting women’s realities, by depicting them breaking taboos.

Is your brand ready to approach real women?



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