Aunt Flow has kicked off a yearlong partnership between HelloFlo and Kimberly-Clark’s U by Kotex and Poise brands. The video short, which captures a day in the life of a fictional Aunt Flo, is one part of a multi-faceted marketing effort including feminine care boxes and digital content. HelloFlo creates one-of-a-kind care packages and award-winning content to help women and girls through transitional times of their lives. The HelloFlo partnership is a first for both the U by Kotex and Poise brands.

“By teaming up with HelloFlo, not only are we helping more women receive customized feminine care solutions that are just right for them, we’re also connecting, entertaining and engaging a wider audience of women with real, relatable content created in concert with a partner who understands them as well as we do,” says Melissa Dennis, U by Kotex senior brand manager, Kimberly-Clark.

Jay Gottleib, president of adult & feminine Care, Kimberly-Clark, adds, “For nearly 100 years, the U by Kotex and Poise brands have remained committed to continuously advancing innovation in, as well as the way people think about, talk about and experience the feminine care and light bladder leakage (LBL) categories. We’re happy to be working with a partner like HelloFlo that shares our commitment.”

HelloFlo is a community devoted to promoting health and empowerment for women and girls and normalizing the conversation around women’s bodies so they can live healthier lives. “First Timer,” “Menstrual Maven” and “Mom to Be” kits available on www.HelloFlo.com all contain U by Kotex products; “Mom to Be” kits include Poise products too. Select kits also include beauty and maternity products, travel kits, accessories, as well as products from Kimberly-Clark’s Kleenex and Cottonelle brands.

In March, SheKnows Media, a leading women’s media company with 81 million-plus unique visitors per month (comScore) and 275 million social media fans and followers, announced that it would acquire HelloFlo and make the brand its flagship women’s health platform.

“I created HelloFlo with a simple mission: to normalize the conversation around women’s health,” says Naama Bloom, HelloFlo Founder and CEO and SheKnows Media’s senior vice president of Integrated Marketing. “We are thrilled to partner with the U by Kotex and Poise brands as we continue to offer unique, inspirational and entertaining solutions and content for women—at every age and every stage.”