In a bold move to change the conversation around feminine care, Kimberly-Clark launched U by Kotex for 14 to 22-year-olds. The packaging diverges from the pastels and florals that dominate the category and, instead, features a matte, black background with bright, bold colors. The design stands out on shelf and helps shoppers differentiate between varieties, but it’s also discretely un-tampon-like in a shopping cart or purse to minimize the embarrassment factor for teens. U by Kotex is also noted as the first U.S. feminine care brand to offer reusable tins, merchandising them with its new compact tampons, which make a “click” sound when they’re fully extended and ready for use.

March 2010