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P&G, Kimberly-Clark innovate.

NEW YORK -- Kimberly-Clark Corp. and Procter & Gamble Co., two of the leading players in the feminine hygiene category, continue to demonstrate their commitment to innovation.

Earlier this year P&G launched a new liner with proprietary technology that is said to neutralize and eliminate odors "versus simply masking them," says Velvet Gogol Bennett, who handles external relations for feminine care at the company.

"And we have upgraded Tampax Pearl with three new offerings to meet consumers' needs: a multipak combining Tampax Pearl and Tampax Compak Pearl, a multipack specifically designed for lighter flow, and a 36-count Tampax Pearl Super Plus," she adds.

Meanwhile, Kimberly-Clark has unveiled U by Kotex, which the company describes as a feminine care solution that offers bold new packaging and feminine product design while empowering women to feel more open about discussing women's health issues.

The line includes tampons, pads and liners in brightly colored and eye-catching designs and is intended to serve as the brand's first step in redefining the category by encouraging women to "change the conversation" surrounding feminine care from one of shame and embarrassment to one of open and honest dialogue.

"For the past 50 years, advertisers--Kotex included--have been perpetuating this cultural stigma by emphasizing that the best menstrual period is one that is ignored," says Andrew Meurer, vice president of North American group brands for feminine/adult/senior care at Kimberly-Clark. "The way the Kotex brand will be positioned in the future will be very different. We are changing our brand equity to stand for truth, transparency and progressive vagina care. Moving forward, the tone of the Kotex brand's marketing will adhere to its new tagline, 'Break the Cycle.'"

The initiative aims to help women understand and be comfortable with their femininity and their bodies.

"U by Kotex empowers women and young girls to challenge euphemisms that hide the truth," comments Aida Flick, brand director for Kotex. "As the brand that created the feminine care category more than 90 years ago, it is only appropriate that the Kotex brand is once again taking the lead in empowering women to change the conversation around the importance of women's health."

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Title Annotation:MERCHANDISING/FEMININE HYGIENE; Procter & Gamble Co.
Publication:Chain Drug Review
Date:Aug 16, 2010
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