Kimberly-Clark’s Kotex brand crossed the billion-dollar global net sales mark in 2011, following two consecutive years of significant growth in the feminine care category. With this milestone, the Kotex brand enters the top tier of consumer packaged goods brands with more than $1 billion in net sales.
The Kotex brand joins the company's other four billion-dollar brands—Kimberly-Clark, Huggies, Kleenex and Scott. The strong results from Kotex have driven double-digit compound annual net sales growth for K-C’s global feminine care business over the last two years. The same is true for the Kotex brand in North America, where market shares have also improved by nearly three points.
“Kimberly-Clark invented the feminine care category with the Kotex brand more than 90 years ago and continues to drive category growth through product and marketing innovation,” says Jay Gottleib, vice president, adult & feminine care, North America. “This achievement reflects the strong, life-long relationships the Kotex brand has forged with millions of loyal women worldwide.”
To drive global growth, the Kotex brand is embracing colorful, bold designs that distinguish Kotex brand products from the bland, traditional look of feminine care, including U by Kotex in Australia and North America, Kotex Unika in Mexico, Kotex Luxe in the Asia/Pacific region and Kotex Design in Israel; empowering moms to have that important “first period” conversation with their daughters early on and launching products designed especially for younger girls like U by Kotex Tween in North America, Kotex Young in Russia, South Africa and Israel, and Kotex Teen in Latin America and taking a positive, optimistic approach to feminine care advertising and marketing that reflects real women's experiences, celebrates their individuality and fosters an honest, open conversation about women’s health, including a new commercial program for Kotex Natural Balance in North America which encourages women to stand up for what’s real.
“The company that created the category is now redefining feminine care with bold products and real talk,” says Giuseppina Buonfantino, vice president, Global Adult & Feminine Care Sector. “Kimberly-Clark will continue to develop innovative solutions to meet women’s needs and further grow our feminine care business worldwide.”