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.’
![Ragan Insider Content](https://s39940.pcdn.co/wp-content/themes/ragan-theme/img/insider_600x350_lockdown.jpg)
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.
RELATED: Learn best practices to create powerful integrated marketing campaigns.
“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].”
Become a Ragan Insider member to read this article and all other archived content.
Sign up today
Already a member? Log in here.
Learn more about Ragan Insider.
![Ragan Insider Logo](https://s39940.pcdn.co/wp-content/uploads/2018/05/ragan-insider-logo.jpg)