{"id":65654,"date":"2025-03-04T08:00:00","date_gmt":"2025-03-04T07:00:00","guid":{"rendered":"https:\/\/www.mashup-communications.de\/?p=65654"},"modified":"2025-05-16T14:47:36","modified_gmt":"2025-05-16T12:47:36","slug":"storytelling-for-femtech","status":"publish","type":"post","link":"https:\/\/www.mashup-communications.de\/en\/2025\/03\/storytelling-for-femtech\/","title":{"rendered":"Storytelling for FemTech: between technology and real connection"},"content":{"rendered":"\n

Do you remember the mega-fail of the Pinky Gloves<\/a>? The disposable gloves were basically mansplaining as real satire and a complete misconception. In addition to the failed creation, however, there was also unfortunate communication. The founders, who saw themselves as women’s advocates, certainly had no bad intentions, but they simply did not understand the core of a FemTech company. So let’s take a closer look at how it works to design products and services for women and what role storytelling plays in the process<\/p>\n\n\n\n

Hold on… Fem-what?<\/h2>\n\n\n\n

The term FemTech describes companies whose technologies are developed for the needs of women. This primarily includes healthcare products for menstruation, pregnancy and menopause, but wellness, fertility and sexual well-being are also considered. Above all, this still young sector draws attention to the historical and systematic exclusion of female needs, highlights gaps in research and encourages its target group to accept their own bodies in all their facets. A look at three female technology companies shows what innovative inventions for women can look like. <\/p>\n\n\n\n

\"FemTech<\/figure>\n\n\n\n

Every woman is individual – FemTech takes diversity into account! | Photo by Anna Shvets<\/a> on pexels.de<\/a> <\/p>\n\n\n\n

Menstruation, masturbation and breast cancer<\/h2>\n\n\n\n

The Female Company<\/a> is probably familiar to most menstruating people. With its vision of contributing to a world without taboos about the female body, the brand sells organic period products developed with gynecologists and midwives whose cotton is free of harmful substances. In their communication, the founders Anni and Sinja rely on clear language without paraphrasing, glossing over or omitting anything. Or as they put it:<\/p>\n\n\n\n

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Manufacturers do not have to state on the packaging what ingredients are in their tampons. We want to know what’s (literally) inside us and break the taboo! No more blue liquids, \u201cmumus\u201d and \u201cstrawberry weeks\u201d. <\/p>\nThe Female Company<\/cite><\/blockquote>\n\n\n\n

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But it’s not just menstruation that has been a taboo subject. Female pleasure has also been suppressed, shamed and ignored for centuries. When Julie Lepique finally realized in 2018 that adult content had previously only ever been designed by men for men, she had an idea – she wanted to change the perspective with erotic audio stories. So she founded femtasy<\/a> and, with the mission Liberating Pleasure<\/em>, put the focus on women’s desire. <\/p>\n\n\n\n

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We questioned porn because it didn’t turn us on. We redefined eroticism because it was too stuffy for us. And we founded femtasy because it was time for something to change. <\/p>\nfemtasy<\/cite><\/blockquote>\n\n\n\n

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The health of the female body in particular is increasingly becoming a focus for doctors and companies. Drastic illnesses such as cancer diagnoses are often associated with excessive demands and isolation for many of those affected. After all, what outsider can understand how the sufferer is feeling? With the Brea app<\/em>, the founders are therefore pursuing a very special mission: to offer breast cancer patients holistic and sustainable support on their journey through treatment and beyond. <\/p>\n\n\n\n

Founder Jessica was diagnosed with breast cancer herself in 2018 and knows all about the challenges associated with it. Her partner and co-founder Daniel accompanied her during this time and contributes his experiences to the app from a family member’s perspective. The trio is completed by Sahra, a good friend who has also experienced the entire course of the disease at close quarters. Their shared message: You are not alone! <\/p>\n\n\n\n

\"FemTech<\/figure>\n\n\n\n

Prevention and early detection save lives. | Photo by Anna Tarazevich<\/a> on pexels.de<\/a> <\/p>\n\n\n\n

But what has storytelling got to do with it?<\/h2>\n\n\n\n

Let’s go back to the failed Pinky Gloves experiment: worse than the actual product – the pink disposable gloves with Velcro fasteners – were the core messages they conveyed to menstruating people. After all, what does a slogan like \u201cdispose of hygienically and discreetly\u201d say? You are unclean when you have your period. You should be ashamed. You are not ok. You have to hide. So the failure was not really surprising. The founders overlooked the real concerns of their potential buyers. <\/p>\n\n\n\n

The three companies presented here all have something in common: they address the growth needs of their target groups. The Female Company sells period underwear, but this is not the focus of its activities. Instead, FemTech advocates the removal of taboos surrounding menstruation and women’s health. Through clear communication, education and authentic storytelling, it empowers its customers to stand up to outdated social stigmas. In campaigns such as \u201cThe Tampon Book\u201d, it draws attention to existing grievances and addresses the innate desires of the female audience to want to live in a world with high moral values and to expose untruths. <\/p>\n\n\n\n

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