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U by Kotex receives core upgrade



Published May 6, 2014
All U by Kotex pads now contain the new 3D capture core, a one-of-a-kind center that helps lock away wetness and stop leaks. The new innovation gives millions of loyal customers access to the premium feminine hygiene products they deserve.

"Women have to deal with a lot during their period, including bloating and cramps," says Kanchan Patkar, U by Kotex senior brand manager, Kimberly-Clark. "While U by Kotex can't fix all those things, we can help women have an easier and better week by providing solutions that offer outstanding period protection and great designs, and delivering innovation and pushing the boundaries of the feminine care category."

The launch of U by Kotex products with 3D Capture Core is an integral part of Save the Undies, an integrated marketing program that continues to challenge the category and how women experience feminine care. The Save the Undies program is supported by an increased focus on digital and social engagements; memorable and witty TV and online advertising; engaging digital content, such as personality-based quizzes and arcade style games; and experiential elements, including activist events and event sponsorships.

In other news, Kotex Natural Balance products have been rebranded to feature the U by Kotex name. As part of this rebranding, all Kotex Natural Balance products are undergoing a redesign to offer the protection consumers trust with the bold style of the U by Kotex brand.