Campaign kicks off for new U by Kotex feminine care line

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DALLAS — Kimberly-Clark Corp. has unveiled U by Kotex, a new feminine care line that the company said sports bold new packaging and product designs that will make women feel more confident about discussing feminine health.

The company said Tuesday that U by Kotex line includes tampons, pads and liners available in brightly colored and eye-catching designs and serves as the Kotex brand’s first step in redefining the category by encouraging women to "change the conversation" surrounding feminine care from one of embarrassment to one of open, honest dialogue.

"For the past 50 years, advertisers — Kotex included — have been perpetuating this cultural stigma by emphasizing that the best menstrual period is one that is ignored," explained Andrew Meurer, vice president of North American group brands feminine, adult and senior Care at Kimberly-Clark. "The way the Kotex brand will be positioned in the future will be very different. We are changing our brand equity to stand for truth, transparency and progressive vagina care. Moving forward, the tone of the Kotex brand’s marketing will adhere to its new tagline: ‘Break the Cycle.’ "

Slated to ship to major U.S. retailer starting March 28, U by Kotex provides outstanding product performance with a colorful, cool design and attitude, featuring black boxes and neon wrappers, according to Kimberly-Clark.

U by Kotex Click tampons start compact but expand to full size with just one click, which lets women know the tampon is ready to use, the company said. The U by Kotex pads feature a dual cover that includes a soft film center and cottony-soft, nonwoven side barriers/wings. The soft film center pulls the fluid away from the body, while the nonwoven side barriers provide a breathability that helps keep women cool and comfortable.

In addition, U by Kotex Barely There thin liners feature sheer sides that make the liners nearly invisible, providing discreet protection that is flexible and perfect for everyday use, Kimberly-Clark said.

The U by Kotex product launch will be supported by an integrated marketing program scheduled to begin the week of March 15. The campaign includes a product integration on the Tyra Banks Show; a cause-related campaign titled "Declaration of Real Talk" that supports Girls for a Change; a community-driven Web site; targeted print, television and online advertising; direct-to-consumer online communications; extensive consumer sampling, and in-store retail support.

According to "Break the Cycle: A Study on Vaginal Health," an online study of 1,600 North American women ages 14 to 35 conducted for Kotex last August by Harris Interactive, seven in 10 women believe it’s time for society to change how it talks about vaginal health, yet less than half (45%) feel empowered to make a difference. Based on that research, U by Kotex aims to help women understand and be comfortable with their femininity and bodies, Kimberly-Clark noted.

"U by Kotex empowers women and young girls to challenge euphemisms that hide the truth," stated Aida Flick, Kotex brand director. "As the brand that created the feminine care category more than 90 years ago, it is only appropriate that the Kotex brand is once again taking the lead in empowering women to change the conversation around the importance of women’s health."


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