Supplier News Breaks
Kimberly-Clark unveils U by Kotex Extra
August 1st, 2013
DALLAS – Kimberly-Clark Corp. has extended its U by Kotex feminine care line with the rollout of U by Kotex Extra, a new, super-premium maxi pad.
The company said Thursday that U by Kotex Extra pads are designed to keep girls feeling clean and fresh while providing maximum, heavy-duty protection.
U by Kotex Extra pads have a soft dual cover that keeps wearers clean and dry, an ultra-flexible four-layer absorbency system, and Tru-Fit wings that help prevent bunching and scrunching and keep the pad in place, Kimberly-Clark said. And like all U by Kotex brand products, U by Kotex Extra pads feature a bold, edgy aesthetic and fun colors.
Billed as the brand's most absorbent pad yet, U by Kotex brand is calling on girls to put the new product to the test in their own "real life product demos" and experience firsthand how it performs and looks like no other maxi pad.
"The U by Kotex brand knows girls are too smart to believe the absurd, unrealistic demos that some feminine care brands use to prove their products work," commented Kanchan Patkar, U by Kotex senior brand manager for Kimberly-Clark. "When it comes to protection, real life is the only test that matters, so we encourage girls to try and see for themselves how the U by Kotex Extra pad protects against their heaviest flows."
Girls can receive a free U by Kotex Extra pad sample at ubykotex.com and share the results of their "real life demos" using #demodiaries.
The company added that with the launch of U by Kotex Extra pads, the brand now offers a full spectrum of coverage absorbency, including U by Kotex Click and Sleek tampons, U by Kotex CleanWear pads and U by Kotex BarelyThere and Curves liners.
The launch of U by Kotex Extra pads is supported by a multifaceted marketing program, including television, print and online advertising, online demo diaries, digital partnerships and retail support.
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