Sex and the City, Kotex and the Reinvention of a Brand


image via AdAge

By: Lindsay McHugh, guest blogger

What do Sex and the City and Kotex have in common?

Emmy-winning and Oscar-nomiated fashion designer, Patricia Field.

Kotex has been through a bit of rebranding in the past year after survey results found that women were tired of the institutional experience of pads.

Ditching the stereotypical white and sterile product packaging, Kotex opted in favor of more bold colors and sleek black casing.

The new packaging has separated Kotex from the competition, and their latest contest is set to do the same.

Ban the Bland is an online contest that allows young girls to enter to create a design for their feminine products.

This landmark campaign by U for Kotex will give winners the opportunity to work alongside Patricia Field to design their products. As an added bonus, they will also attend Fashion Week in New York City this September.

With young girls beginning puberty as young as eight, it’s important to make approaching the topic of body changes as comfortable as possible.

What better way than by incorporating these somewhat awkward products with art and fashion?

Not only is Kotex breathing life into a fairly stale industry, they’re encouraging a healthy dialogue among today’s young girls and teaching them not to be embarrassed by their bodies.

What do you think of the new Kotex campaign?

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Lindsay McHugh is an American expat living in Sydney, Australia. She holds a B.A. in Public Relations from Temple University (’08) and by day can be found working in Healthcare PR. Catch up with her on Twitter (@lmchugh) or right here on Little Pink Blog.

Little Pink Blog & Little Pink Book PR are federally registered trademarks of Little Pink Book PR, LLC. © 2009-2011 Little Pink Blog & Little Pink Book PR. All Rights Reserved.

Comments

  1. Not gonna lie, totally started buying Kotex cuz of the pretty packaging…and laughed when I only halfway furtively passed them to someone in public and she said, Oh my, they're SO pretty!

  2. Heh, I started using Kotex for the same reason as Joy.

  3. I totally agree. Kotex is making a HUGE change that took way too long in the making. Keeping things young, fresh, and fun are key ways to keep ALL women interested, not just those seeking these products for the first time. Who doesn't love things that are pink, sassy, and pretty? I think Kotex hit the nail on the head. I know I'm not a teenager anymore but can I design their packaging and go to fashion week?