The Femme Den is an internal design lab focused on the female consumer. We’re designers, researchers, strategists and engineers who…
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Inspired by women, solutions for all.
Hospital scrubs are not an obvious product with a gender story, but they are an interesting example of what the... Read more
WATCH: Professor Maura Belliveau on gender
We were very happy to have Maura Belliveau of Long Island University C.W. Post and Emory University come to Smart... Read more
Why girly designs directed at women often backfire
Women don’t always take kindly to being isolated by gender or being told that they’re “different.” There needs to be... Read more
Consider the whole experience to connect with women
When Sally Hansen wanted to reinvigorate the beauty tool category, we took a step back and asked, who is the... Read more
How to design “manly” household products for the involved dad
With more men spending time at home and taking care of kids, everyday products should speak to both sides of... Read more
Women are 85% of the consumer market. But how do you reach them?
“Approach women like you do wild animals, with caution and a soothing voice.” I have to agree. Targeting a female... Read more
“Heck, it’s just prettier,” says the New York Times
Women today ask a lot of their bakeware. They demand efficiency for harried weekdays, yet a casual and elegant aesthetic... Read more
Men and women can love the same design for different reasons
Transparent design aims to appeal to everyone, but understanding gender differences is still essential to developing a product that resonates... Read more
Femme Den: Where do we go from here?
Femme Den is an underground collective of international women including design researchers, industrial designers, and engineers who are paving the way... Read more