U by Kotex Fitness finds power in the pre-shop

Kimberly-Clark, the health and personal care giant, found that reaching female consumers in the pre-shop phase was vital when launching U by Kotex Fitness.

Research in support of Kimberly-Clark’s introduction of U by Kotex (UBK) Fitness needed to focus on two concerns that played decisive roles in the launch:

  • building authenticity;
  • debunking stigma about women exercising during their menstrual cycles.

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