Kimberly-Clark Corporation has announced the launch of U by Kotex – a sanitary care product that offers bold new packaging, feminine product design and encourages a change of conversation about a universally ignored subject.
The new U by Kotex line includes tampons, pads and liners available in brightly coloured and eye-catching designs, and serves as the Kotex brand’s first step in redefining the category by encouraging women to be more open, and less embarrassed, about their periods.
‘For the past 50 years, advertisers – Kotex included – have been perpetuating this cultural stigma by emphasising 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’.