• by Tanya Gazdik , December 7, 2010

Summer's Eve feminine hygiene products has embarked on a multi-market "listening tour" to gain insight into women's understanding of the role hygiene plays in their lives, both practically and emotionally.

The effort, which involves conducting focus groups and holding conversations with diverse women nationwide, comes on the heels of a proprietary quantitative study of how women think and feel about their bodies. The results show more than 40% of women misidentify the vagina on an anatomical diagram.

Findings from the tour will be used in resetting brand communication to better relate to today's woman's needs. Earlier this year, parent company Fleet Laboratories, Inc., engaged integrated branding agency The Richards Group to develop a long-term strategy and parlay learning into resonant brand communication.

Marketing plans include new print and online advertising to be launched in first quarter of 2011, with integrated television, print and digital creative and a body awareness campaign breaking next summer. –Tanya Irwin