U by Kotex launches 'The Period Projects'
DALLAS -- The U by Kotex brand is embarking on a multi-year program and project series designed to help empower women and improve perceptions of feminine care.
The first U by Kotex Period Project is The Period Shop – the world's first and only pop-up shop dedicated to all things period – which opened Friday in New York City.
"There are thousands of stores for women's clothing, makeup and clothes, but none that are focused on periods or the period experience," said Sarah Michelson, New York City-based college student and The Period Shop Project Captain. "So I wrote a Tumblr post calling for the creation of a Period Shop – a space where women can shop for feminine care products while feeling comfortable, safe, respected … and also have a little fun. U by Kotex read my vision and I am beyond thrilled that the brand responded with an opportunity to partner to bring it to life."
People who can't visit The Period Shop in person can enjoy an abbreviated shop experience online at Jet.com and HelloFlo.com. Jet will feature an online Period Shop at www.jet.com/periodshop where shoppers can easily stock up on their period essentials, beyond the May 13-15 dates of the NYC pop-up shop. HelloFlo will offer limited edition Period Shop kits including select merchandise found at The Period Shop in NYC at http://shop.helloflo.com/products/period-shop-kit.
"The U by Kotex brand has been, and remains, dedicated to positively advancing the way women think about and experience feminine care," said Lauren Kren, U by Kotex brand manager, Kimberly-Clark. "We're excited to continue bringing this dedication to life through The Period Projects, The Period Shop and future projects with our real women Project Captains who share the brand's passion for igniting positive change."
The Period Projects program will also feature an integrated marketing approach including digital and retail partnerships; robust owned social and web support; expert partnerships; as well as digital and print advertisements.