Based on our focus group findings, all participants recalled the same three brands, Sofy, Whisper and Kotex, which are major players in Singapore’s feminine hygiene industry. A few reasons include: (1) participants saw the Kotex products on supermarkets shelves (2) they were informed about the brand by their mothers (3) they were exposed to the brand through primary and secondary school feminine hygiene programs conducted by Kotex in the past. Interestingly, participants were only able to recognize the Kotex packaging, and not the other competitors. This shows that Kotex has a differentiating packaging design that is more memorable than the other two competitors, Whisper and Laurier.Hence, the Kotex brand has achieved high brand recognition and brand recall, resulting in a top-of-mind brand awareness and established membership in the feminine hygiene product category, amongst our focus group participants. In terms of usage situation, 3 out of 4 participants use the Kotex brand and have different pad length regimes. One of uses the panty liner, normal day pads and night pads, while another uses liners and night pads only. In terms of purchase situation, it was found that all participants depended on their mothers to purchase their pads. This is because the participants trusted their mothers to buy a reputable and reliable pad brand during their grocery shopping. Another reason could be due to the participants’ busy schedule as students and working adults, leaving their mothers to do the shopping for sanitary pads. Kotex has broad brand awareness since the participants would use different pad lengths within the same Kotex brand to suit their menstrual needs. Overall, the Kotex brand has achieved a deep and broad brand awareness, by meeting the salient feminine needs of our participants.