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'Ban the Bland' helps to revolutionize feminine care category
08
Apr '11
Young women have design choices to express themselves in all aspects of their lives from fashion to the color of their cell phone, so why do they still have to settle for the boring and institutional look of feminine care?

U by Kotex, a bold feminine care line from Kimberly-Clark Corporation, has partnered with fashion visionary Patricia Field to give young women the opportunity to take a stand against the bland look of feminine care and inspire the category's future. Jumpstarting female creativity, the line is also now introducing color and design variety on pads and liners for the first time ever, bringing even more style to the U by Kotex line.

"At this point in my career, I am thrilled to have the chance to speak with young women and bring design to the bland feminine care category through this partnership with U by Kotex," said Patricia Field, an Academy Award-nominated, two-time Emmy Award-winning stylist whose fashion career spans 45 years and who is best known for her TV and film work, including Sex and the City, Ugly Betty and The Devil Wears Prada. "I'm looking forward to seeing the creativity come to life in the design contest and final products."

Together, U by Kotex and Patricia are inviting young women to share their inspirations through an online design contest. To enter, a pad, accessory or inspiration board can be designed and submitted at www.BantheBland.com for the chance to work with Patricia to design a new U by Kotex product and to attend a runway show at Fashion Week in New York City.

Designs will be accepted from April 4 through June 29 and then everyone can vote for the winning designs online from August 1 through 24. For everyone who submits or likes a design online, $1 will go to Girls For A Change1—a national non-profit organization that empowers girls to create and lead social change within their communities. The new U by Kotex products inspired by the winners and Patricia will be in stores in 2012.

"U by Kotex is taking the next step in revolutionizing the feminine care category by introducing color and design variety on pads and liners for the first time and inviting young women to imprint on the future of feminine care," said Melissa Sexton, integrated marketing director, adult and feminine care, Kimberly-Clark. "This breakthrough in design is part of our larger mission to change the thinking around feminine care and empower young women to take control of their health and bodies."

Known for its bold packaging and honest advertising, U by Kotex continues to break conventions with:

• The introduction of color and design variety to its pads and liners for the first time through three unique designs in each box available now.
• A limited edition designer series themed to fit a girl's personal style in BoHo, Poptimistic, Freestyle and Punk Glam available in July 2011.
• A limited edition carrying tin from Patricia Field available in July 2011.
• New products inspired by the contest winners and Patricia Field, available in stores in 2012.

U by Kotex, the newest line of feminine care products (tampons, pads and liners) from Kimberly-Clark, provides outstanding product performance complemented by a colorful, cool design and attitude. Black boxes and neon wrappers signify the bold stand that U by Kotex is taking to turn current category conventions upside down. U by Kotex was voted feminine care Product of the Year in a survey of 60,493 people by TNS.

Kimberly-Clark Corporation


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