Supplier News Breaks Archives
U by Kotex brings new level of protection
May 6th, 2014
DALLAS – Kimberly-Clark's U by Kotex brand is stepping up its level of feminine care protection.
The company said Tuesday that it's helping women "Save the Undies" with the addition of 3D Capture Core to all its Ultra Thin pads. 3D Capture Core is designed to help lock away wetness to help stop leaks.
"Women have to deal with a lot during their period, including bloating and cramps," stated Kanchan Patkar, U by Kotex senior brand manager at Kimberly-Clark. "While U by Kotex can't fix all those things, we can help women have an easier and better week by providing solutions that offer outstanding period protection and great designs, and delivering innovation and pushing the boundaries of the feminine care category."
The launch of U by Kotex products with 3D Capture Core is a part of Save the Undies, an integrated marketing program that the company said "continues to challenge the category and how women experience feminine care."
Save the Undies is supported by a sharper focus on digital and social engagements, memorable and witty television and online advertising, engaging digital content, such as personality-based quizzes and arcade style games; and experiential elements, including activist events and event sponsorships, Kimberly-Clark said.
In addition, the company announced that Kotex Natural Balance products will now feature the U by Kotex name. As part of the rebranding, all Kotex Natural Balance products are undergoing a redesign to the bolder style of the U by Kotex brand.