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Kimberly-Clark's Kotex becomes billion-dollar brand
February 21st, 2012
DALLAS – Kimberly-Clark Corp. now has another billion-dollar brand: Kotex.
The company said Monday that Kotex crossed the billion-dollar global net sales mark in 2011, following two consecutive years of significant growth in the feminine care category.
By reaching that milestone, Kotex enters the top tier of consumer packaged goods brands with over $1 billion in net sales, according to Kimberly-Clark.
The company's other four billion-dollar brands include the Kimberly-Clark, Huggies, Kleenex and Scott brands.
Kimberly-Clark said the strong results from Kotex have driven double-digit compound annual net sales growth for the company's global feminine care business over the last two years. The same is true for the brand in North America, where market shares have also improved by nearly three points.
"Kimberly-Clark invented the feminine care category with the Kotex brand more than 90 years ago and continues to drive category growth through product and marketing innovation," commented Jay Gottleib, vice president for the company's Adult & Feminine Care, North America, unit. "This achievement reflects the strong, life-long relationships the Kotex brand has forged with millions of loyal women worldwide."
To drive global growth, the Kotex brand is using colorful, bold designs that distinguish Kotex products in the feminine care category, including U by Kotex in North America and empowering moms to have that important "first period" conversation with their daughters early on and launching products designed especially for younger girls like U by Kotex Tween in North America
Kotex, too, is taking a positive approach to feminine care advertising and marketing that reflects real women's experiences and fosters an honest, open conversation about women's health, including a new commercial program for Kotex Natural Balance in North America that urges women to "stand up for what's real."
"The company that created the category is now redefining feminine care with bold products and real talk," stated Giuseppina Buonfantino, vice president of the Global Adult & Feminine Care Sector. "Kimberly-Clark will continue to develop innovative solutions to meet women's needs and further growth our feminine care business worldwide."