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Feminine care line includes tampons, pads and liners.
April 21, 2010
By: Karen McIntyre
Editor
Kimberly-Clark Corporation announced the national launch of U by Kotex – an innovative feminine care solution that offers bold new packaging, feminine product design and empowers women to change the conversation surrounding women’s health.
The new 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 shame and 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,” said Andrew Meurer, vice president, North American Group Brands Feminine/Adult/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.”
According to Break the Cycle: A Study on Vaginal Health, a study conducted online in August 2009 by Harris Interactive on behalf of U by Kotex among more than 1,600 North American women aged 14-35, 7 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. “U by Kotex empowers women and young girls to challenge euphemisms that hide the truth,” said Aida Flick, brand director, Kotex. “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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