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DALLAS — Kimberly-Clark Corp. has introduced U by Kotex Security Ultra Thin pads, designed to help women feel more confident in their period protection.
The company said Monday that U by Kotex Security Ultra Thin pads feature its new 3D Capture Core center, which locks away wetness to help stop leaks “like no other pad,” as well as its new Xpress DRI cover, which provides “crazy-fast” absorption. The 3D Capture Core and Xpress DRI cover are also now found on U by Kotex CleanWear Ultra Thin pads.
Other product benefits of U by Kotex Security Ultra Thin pads and U by Kotex CleanWear Ultra Thin pads include uniquely shaped wings for a secure fit and an ultra-thin, four-layer absorbent system for “seriously dry” protection, according to Kimberly-Clark.
“With women’s increasingly busy schedules, the last thing they want to worry about is whether or not their feminine care products are going to work,” stated Kanchan Patkar, U by Kotex brand director at Kimberly-Clark. “As the brand who created the feminine care category nearly 100 years ago, U by Kotex continues to help women manage their periods more easily and have a better feminine care experience overall. We are dedicated to breaking down barriers and introducing unique product designs that offer outstanding protection improvements.”
The launch of U by Kotex Security Ultra Thin pads with 3D Capture Core and new Xpress DRI cover is part of “Save the Undies,” an integrated marketing campaign that aims to help women change the way they think about and experience feminine care. The program is supported by a robust digital media plan, including the opportunity for women to create an “UnderWarrior” profile on the brand’s website, spread the word via their social channels and be entered into a sweepstakes.
The campaign also includes partnerships with top-tier vloggers, who will be spotlighting the new product in upcoming videos, as well as informative content on the brand’s owned and promoted social channels and television, print and online advertising.
