Against the backdrop of an increasing focus on women’s needs and a growing market, brands with an exclusively or strong female-facing profile are well-placed to succeed

However, the market is also ripe for disruption and innovation so having a finger on the pulse of changing attitudes and expectation, particularly from Millennial and Gen Z female consumers is important to take advantage of the opportunities.

KD’s XX= insight team are constantly in touch with a wide range of consumers on topics ranging from menstrual health, sexual health and families to inform innovation and new product strategies and our design team have the creative and design thinking skills to bring new ideas to reality.

Nivea Protect & Shave

KD supported the Nivea team in identifying opportunities for a female razor which leveraged Nivea’s skincare credentials and helping to bring their first product to market in this category.

Scholl Party Feet

Having identified a positioning for Scholl’s footcare products that appealed to younger consumers, KD helped shape these hydrogel blister plasters to be easier to use and convenient to carry.


We engaged with both female brand advocates and newer customers to understand them better, what they valued, and their perspectives on upcoming collections.

Facilitating groups to understand more about their views on sustainability, the brand, and potential products for next season collection. The insights informed direction for multiple touchpoints for the brand with the female consumer in mind.

Veet Gel Wax

KD’s neat packaging solution for Veet’s gel wax provided visibility of the new formulation on-shelf plus convenient handling and storage of the applicator and strips within the lid.