For everyday hygiene brands, staying relevant isn’t just about product quality, but about connection.
In August 2025, Femme Philippines, a proudly Filipino brand under Sanitary Care Products Asia, set out to strengthen that connection by introducing a new face of the brand: Shuvee Etrata.
The goal wasn’t just to announce a partnership. It was to reinforce what Femme stands for—comfort, quality, and practicality for modern Filipinas—in a way that felt timely, relatable, and easy to embrace.
Introducing the “Femme Era”
The campaign centered around a clear and relatable idea: making smart, practical choices doesn’t mean compromising confidence or femininity.
With Shuvee Etrata as the brand ambassador, Femme leaned into authenticity, choosing someone who reflects the everyday Filipina: grounded, confident, and real.
This wasn’t about celebrity for the sake of visibility. It was about alignment.
From Announcement to Amplification
To bring the campaign to life, we executed a two-phase PR approach that built both anticipation and sustained coverage.
The rollout began with the contract-signing announcement, accompanied by a press release and targeted media invitations. This set the stage and ensured early visibility across key platforms.
From there, we followed through with event-based coverage, managing media attendance and ensuring the story carried beyond the initial announcement.
The focus was simple: keep the message consistent, and make it easy for the media to pick up and share.
By the Numbers
Here’s what the campaign delivered:
- 37 media features across online and print
- Coverage from major platforms, including:
- Inquirer.net
- The Philippine Star
- ABS-CBN
- PEP.ph
- Cosmo.ph
- Strong visibility across lifestyle, entertainment, and news segments
The result was a broad reach paired with credible placements, helping the campaign resonate across different audiences.
More Than Just a Campaign
What made this effort work was the clarity of the message.
Femme didn’t try to reinvent itself—it simply reinforced what it already stands for, but in a way that felt more current and culturally aligned.
By pairing a relatable ambassador with a clear, empowering narrative, the brand strengthened its connection with consumers who value both practicality and self-expression.
In a crowded FMCG space, that kind of clarity goes a long way.
Key Takeaways
- The right ambassador can make a brand message feel more real and relatable
- A phased PR approach helps sustain visibility beyond a single announcement
- Clear, simple messaging drives stronger media pickup
- Cultural relevance strengthens audience connection
- Consistency builds trust over time
Looking Ahead
As Femme continues to grow its presence in the Philippines, the focus remains on staying close to what matters most to its audience: practicality, confidence, and everyday comfort.
If you’re looking to build campaigns that connect just as strongly, visit info@uniquecornpr.com to get started.