Femme taps Shuvee Entrata in latest campaign to advocate smart spending, practical hygiene choices for PH women

Manila, Philippines – Filipino hygiene brand Femme has launched its “Femme Era” campaign, advocating for smart spending and practical hygiene choices. The campaign is led by the brand’s new ambassador, media personality and rising celebrity, Shuvee Etrata.

The brand’s campaign highlights the challenges modern Filipinas face with rising costs and numerous product options. The company also stated that the campaign aims to show consumers that practicality involves making thoughtful choices.

“As a brand that resonates strongly with young professionals, homemakers, and students alike, Femme recognises that practicality is not just about affordability–it’s about making thoughtful choices that balance quality, reliability, and convenience. With Shuvee on board, Femme aims to further strengthen this connection with its consumers by inspiring them to embrace confidence and practicality in their daily routines,” said Jazel Marielli A. Ramos Yeo, marketing communications manager of SCPA.

The brand has been in the market for over 20 years and offers products for both men and women, including tissues, cotton, and various feminine care items.

“This partnership with Shuvee is a statement. In a world where trends shift quickly, Femme believes in the lasting value of practical choices, quality products, and relatable role models. By working with Shuvee, we reinforce that practicality is not about settling for less, but about choosing well and living well,” Ramos Yeo added.

Etrata, whose journey from TikTok creator to public figure is highlighted by the brand, also shared her perspective on the campaign.

“I’m excited to begin my Femme Era with a brand that values practicality and encourages women to live confidently every day,” said Shuvee. “Femme’s commitment to quality, comfort, and purposeful living resonates with how I approach my own life and career. I’m proud to represent a brand that supports women in making choices that truly matter. Indeed, now is the ‘bes’ time to choose Femme!” she added.