Kotex creates ‘Period Shop’ to celebrate menstruation
The company’s latest marketing effort is part of a campaign called ‘The Period Project,’ which seeks to change behaviors toward female’s ‘time of the month.’
In it, the company offered a variety of products aimed at making “that time of the month” easier to bear. This included, AdWeek reported, “comfortable attire, accessories, home goods, beauty products, food and snacks, and U by Kotex products.”
The effort was part of a larger campaign that Kotex has branded “The Period Projects,” which challenges people to change the way they think about females’ menstrual cycles.
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“We know consumers and women have a lot of ideas about how to make things better when it comes to periods, period experiences and just the feminine care category in general,” Lauren Kren, brand manager for U by Kotex, told AdWeek. “We decided to partner with some of these consumers and are championing these period projects by bringing their ideas to [life].”
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