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K-C expands Kotex line, launches limited edition Hawaiian diapers

June 6, 2012

Kimberly-Clark is launching new U by Kotex Sleek Tampons and new U by Kotex CleanWear Pads nationally. The newest additions to the U by Kotex product line deliver great protection and performance through innovative designs, reinforcing the brand’s position as a game changer within the feminine care category, according to the company.

U by Kotex Sleek Tampons feature a first-of-its-kind “Perfect Touch Grip” applicator that is soft, smooth and slim to provide an easy hold for “just right” placement. The new U by Kotex CleanWear Pad feature a revolutionary MemoryFlex core that keeps its shape and fits closely with a woman’s curves, improving flexibility. Both innovations provide women with exceptional protection and comfort and establish a new level of performance, according to the company.

“Protection is a fundamental need in the feminine care category, yet up to 50% of young women experience product leakage and just accept it,” says Claire Miller, marketing director, Kotex North America. “These innovative new products are easy for use, provide unique fit and deliver serious protection to help women feel confident and prepared.”

In consumer testing, product attributes and benefits called out favorably by consumers included the grip, comfort and high quality applicator for the sleek tampon; and the core material, flexible shape and absorbency delivered in the CleanWear pad.

Since its introduction in 2010, the U by Kotex brand has been instrumental in driving penetration for the Kotex brand and category growth. In its first year within the North American market, this Kotex sub-brand achieved more than four points of marketshare, quickly becoming one of K-C’s fastest growing brands and helping drive consumer interest and growth in a relatively flat category. Most recently, the IRI Symphony Group named U by Kotex the No. 3 non-food pacesetter for 2011, generating approximately $75 million in first-year retail sales.

“U by Kotex challenges accepted norms by delivering premium products that combine innovative design, outstanding performance and a bold, straight-talking approach to marketing that is changing the conversation around feminine care,” Miller adds. “New U by Kotex Sleek tampons and U by Kotex CleanWear pads are the latest step in our ongoing mission to break through the sea of sameness in the category, accelerate sales and continue to build the Kotex brand into a powerhouse.”

The launch of the new U by Kotex products will be supported with an integrated marketing program including television and print advertising, direct-to-consumer online communications, consumer sampling and in-store support. New U by Kotex Sleek tampons and CleanWear pads are widely available in U.S. retail outlets.

K-C is also continuing its strategy of launching seasonably appropriate, limited edition diapers that started a few years ago with denim-style diapers and later continued with camouflage and holiday-themed designs. This summer, the company will launch Huggies Little Movers Hawaiian diapers, which will feature tropical designs. As with past limited edition launches, K-C will donate a portion of sales from the Hawaiian diapers to the Every Little Bottom program to help provide diapers for children and families in need.

“Diapers are a basic need for all babies. Many families are often forced to cut back on basic necessities such as food or utilities in order to provide diapers for their children,” says Erik Seidel, vice president, Huggies Brand. “This summer, parents can dress their little ones in Huggies Hawaiian diapers to be ‘Cute for a Cause’ no matter where they are—on summer break at home or a vacation—and contribute to the fight against diaper need.”

Like all Huggies Little Movers diapers, Huggies Hawaiian Diapers are shaped to provide proven leakage protection—with an added tropical twist. Limited edition Huggies Hawaiian wipes will offer a fun, tropical-inspired design, allowing mom to accessorize with style. They will be available nationwide through July at select retail outlets where diapers are sold and are available in sizes two to five. Huggies Hawaiian diapers have a suggested retail price of $9.99 for a jumbo pack and $19.99 for a big pack (diaper count varies based on diaper size).

“These tropical designs allow moms to accessorize baby with ease for hot summer day trips and especially for family vacations,” says Shelly Rivoli, author of  “Travels with Baby.”  “After diapering babies on four different continents, I know how important it is to plan simply and only bring necessities for trips. With the right products on hand like Huggies Hawaiian diapers, you might only need a hat and sunscreen for your little one.”

Through Every Little Bottom, the Huggies brand has donated more than 60 million diapers and will continue supporting this cause as the Founding Sponsor of the National Diaper Bank Network (NDBN). In 2012 Huggies Every Little Bottom will donate 20 million diapers in the U.S. to the NDBN and 2.5 million diapers to Food Banks Canada.

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