Kotex
Fighting period stigma
Kotex has lost relevance, market share, and HH penetration for the past 10 consecutive years, and its equity is eroding. The result is 3rd place in the category and very slow shelf velocity. The challenge was to create a breakthrough brand platform designed to build a brand over time and sales overnight and, as a result, turn Kotex into the most loved iconic femcare brand.
Problem Illumination:
Period shame keeps women from finding better choices.
Women spend less than 30 seconds in the pad aisle due to shame and embarrassment. The pharmacy trip is often a quick in-and-out, resulting in the same product choice. Period shame, rooted in centuries of suppressive censorship, lingers despite the female empowerment movement. The female body remains a blind spot, instilling shame, suppressing curiosity, and limiting exploration. Embracing body literacy is crucial for fully knowing and embracing ourselves. It's time to break free from these constraints.
Perspective Shift:
To be whole, we have to embrace all parts of ourselves.
The majority of women don’t have an intimate relationship with their intimate anatomies. A quarter of women don’t know where their vagina is. Almost half (45%) of women will never talk about their vaginal health with anyone – not even their doctor. Vaginally-aware women have better body image, self-esteem, success, and the ability to express themselves freely. Body literacy is liberating. That is why UByKotex fights for a world where women can embrace their full selves without self-censorship or shame.
Strategic Unveil:
Body Literacy is Liberating
How can women make better choices for themselves when they are ashamed of certain parts of themselves? Historically, there are some things women have not been allowed to explore or discuss. Something that has contributed to making their bodies a big taboo to themselves and society starts with what makes them unique: their vagina. Kotex wants to lead by example and started by embracing body literacy to design the first pad based on the shape of more than 1,000 vaginas. And guess what? They found out vaginas are not curvy, so why are pads flat? Kotex is normalizing periods and inviting every woman to fight against shame.
“U by Kotex unapologetically normalizes periods”
“U by Kotex believes normalizing periods will help it reach millennials, Gen Z”