U By Kotex brought the first ever period-related pop-up shop to Midtown Manhatten recently. The brand, which is owned by Kimberly-Clark, created this Period Shop as part of its period project, a multi-year program and project series designed to help create real change, both big and small. This period shop, which was conceived by New York City-based college student Sarah Michelson, is proof that change can be made about the way people think about and talk about and shop for periods.

“There are thousands of stores for women’s clothing, makeup and clothes, but none that are focused on periods or the period experience,” says Michelson, who serived as The Period Shop Project Captain. “So I wrote a Tumblr post calling for the creation of a Period Shop – a space where women can shop for feminine care products while feeling comfortable, safe, respected … and also have a little fun. U by Kotex read my vision and I am beyond thrilled that the brand responded with an opportunity to partner to bring it to life.”

Part proclamation, part celebration and an undeniably loud and proud manifestation of the importance of periods, The Period Shop was open to the public from May 13-15 at 138 Fifth Avenue, near the corner of 19th Street, and several other popular retail stores. People were able to shop for custom Period Shop-themed merchandise including attire, accessories, home goods, beauty products, food and snacks and U by Kotex products too. Shop visitors were also able to create and share GIFs, videos and crowdsourced art at The Period Shop; enjoy story sharing, beauty experiences and a daily Period Shop soundtrack delivered by popular female DJs and musicians. All proceeds from The Period Shop were donated to Susan’s Place, a transitional residence that provides homeless women with housing support and a safe and supportive environment.

People can visit The Period Shop in-person or enjoy an abbreviated shop experience online at Jet.com and HelloFlo.com. A next generation e-commerce marketplace, Jet will feature an online Period Shop at www.jet.com/periodshop where shoppers can easily stock up on their period essentials, beyond the dates of the NYC pop-up shop. HelloFlo will offer limited edition Period Shop kits including select merchandise found at The Period Shop in NYC at http://shop.helloflo.com/products/period-shop-kit.  

“The U by Kotex brand has been, and remains, dedicated to positively advancing the way women think about and experience feminine care,” says Lauren Kren, U by Kotex brand manager, Kimberly-Clark. “We’re excited to continue bringing this dedication to life through The Period Projects, The Period Shop and future projects with our real women Project Captains who share the brand’s passion for igniting positive change.” 

The Period Projects commercial program is supported by an integrated marketing approach including digital and retail partnerships; robust owned social and web support; expert partnerships; as well as digital and print advertisements.