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Kimberly-Clark extends its U by Kotex range with the launch of U by Kotex Designer Series. The limited edition line features four brightly-colored patterns that reflect individual fashion trends, such as poptimistic, boho, freestyle and punk glam. When developing the design strategy, CBX was inspired by trends in the cosmetic, beauty and fashion industries, in addition to popular retail brands like Anthropologie and H&M. “These are consumers who are keenly aware of the latest fashion trends and want their style and personality reflected in the brands they choose,” says Gregg S. Lipman, managing partner, CBX. “Just as in other categories where they have opportunities to personalize their purchases, these designs give them the same experience. It’s all about creating memorable, engaging and positive interaction.”
Launch
August 2011
Package design
CBX, www.cbx.com
