Kobe Women's University Psychology Students Collaborate on 'Summer’s Eve' Package Redesign

The Psychology Department at Kobe Women's University collaborated with Pillbox Japan, Inc. on the package design for the limited-edition set of 'Summer's Eve' products. This project seeks to transform femcare into a more accessible and positive habit by integrating the students' psychological insights with the unique sensibilities of Gen Z.

Design Theme: 'Facing oneself through a mirror' The design reflects the unique perspective of psychology students. The 'mirror' motif was chosen based on the idea that a mirror is not merely a tool for reflecting external appearance, but a symbol for introspection into one's inner self and emotions.

The design embodies the following thoughts: - Reflecting a cute aspect of oneself - Wrapping embarrassment in 'kawaii' (cuteness) - Turning the consciousness of cherishing oneself inward

Project Background: From 'something to hide' to 'a self-care habit' As part of the university's 'Comprehensive Psychology Research Seminar,' student Suyama (4th year), who studied femtech addressing female-specific health issues, raised awareness regarding the current situation where 'femcare, despite being necessary, has been treated as something to be hidden.'

Meanwhile, for Gen Z, 'kawaii' is not just an aesthetic evaluation but a symbol of self-affirmation and self-expression. Believing that 'affirming what one likes as 'kawaii' is synonymous with cherishing oneself,' the project adopted the concept: 'Moving towards an era where we can talk about what we have hidden through the power of 'kawaii.'' The limited design aims to make femcare a positive, discussable habit for mental and physical wellness rather than something shameful.