Top girl society
Who?
Top Girl Society is an early-stage feminine hygiene brand focused on empowering women through care, confidence, and ingredient transparency.
I joined the project at the brand’s inception, during a formative stage where the vision was strong but the identity was unclear. Messaging lacked consistency, and there was internal uncertainty around who the brand was truly for and how to show up in a category that is both highly personal and culturally sensitive.
The core challenge was not visibility, but clarity. Top Girl Society needed to define its audience, establish trust, and build community without being miscategorized as a novelty.
Strategy & Positioning
Top Girl Society’s audience wanted to engage in conversations around feminine care and intimacy with confidence—without performative language, clinical detachment, or male-gaze-driven sexuality. Existing brands often forced a false choice between overt sensuality and sterile education, leaving little room for trust or autonomy.
For this audience, ingredient transparency and safety were non-negotiable. Empowerment came from understanding what they were putting in and on their bodies, and from being addressed with respect rather than shock value.
We positioned Top Girl Society as a feminine hygiene brand for women who embody confidence and agency—prioritizing care, transparency, and intimacy on their own terms. This allowed the brand to balance intimacy with credibility and build community through trust, not trend-driven sexuality.
The Impact
Beyond brand clarity, the strategy informed a multi-city launch campaign designed to introduce Top Girl Society through proximity, culture, and community. The brand activated a grassroots tour across iconic U.S. cities—Detroit, New York City, Miami, Los Angeles, Atlanta, and Houston—meeting its audience in environments with culture, femininity, and self-expression.
Rather than relying solely on digital awareness, the campaign prioritized direct, human-centered engagement through flyering, poster placement, and city-specific scavenger hunts paired with social media giveaways. Each activation was designed to spark curiosity, invite participation, and build early community through shared discovery.
This approach reinforced the brand’s positioning as intimate, confident, and culturally grounded—allowing Top Girl Society to establish presence and trust city by city, while translating its values into lived experience.