USA > U by Kotex

In a bold move to change the conversation around feminine care, Kimberly-Clark launched U by Kotex for 14 to 22-year-olds. The packaging diverges from the pastels and florals that dominate the category and, instead, features a matte, black background with bright, bold colors. The design stands out on shelf and helps shoppers differentiate between varieties, but it’s also discretely un-tampon-like in a shopping cart or purse to minimize the embarrassment factor for teens. U by Kotex is also noted as the first U.S. feminine care brand to offer reusable tins, merchandising them with its new compact tampons, which make a “click” sound when they’re fully extended and ready for use.

March 2010


Did you enjoy this article? Click here to subscribe to BRAND PACKAGING Magazine. 

You must login or register in order to post a comment.



Image Galleries

10th Annual Packaging That Sells Conference, Chicago, October 2012

Posted Date: October 29, 2013

BRANDPACKAGING’s packaging conference returned for a tenth year with a focus on a single message: Make It Matter.

2/24/15 2:00 pm EST

Packaging Matters™ — Packaging Satisfaction: Why it’s on the Rise, and How to Continue the Momentum

Packaging Matters™ is MWV’s annual study of the role of packaging in product satisfaction. We study packaging because it matters to brand owners, retailers and consumers around the world. This year’s research focuses on Brazil, China, France, Germany and the U.S. In the third year of the study, we will share global trends associated with packaging satisfaction, product safety, and the effect packaging has on consumers when shopping in-store and online.

Brand Packaging Magazine

march cover

March 2015

The March 2015 issue examines the idea of Branded by Color plus much more. You can also read the issue at the Digital Editions.

Table Of Contents Subscribe


BRANDPACKAGING Design Gallery Volume 12

Design Gallery is a design annual with a global perspective on the best consumer packaging turned out in 2014.

More Products


facebook_40.png twitter_40px.png  youtube_40px.pnglinkedin_40px.pnggoogle plus  

Consumer Insight

Interesting tidbits on specific demographics and consumer packaged goods in expanded infographic form as well as articles on new industry research and trends.

consumer insight