Any woman with a monthly cycle knows that it involves much more than feminine care products. There are aches and pains, mood swings and generally unpleasant moments requiring an array of products often purchased in equally unpleasant environments. This was the thinking behind a New York City college student’s Tumblr post that caught the attention of U by Kotex and served as inspiration for the first live event of the brand’s new Period Project campaign—The Period Shop.
Open May 13-15 at Fifth Avenue and 18th Street in New York City, The Period Shop was a pop-up destination for all things period, from accessories to home goods made by local New York City female artisans; to beauty products and of course, U by Kotex products. The environment was hip, bright and honest. A floor-to-ceiling wall let consumers fill in how they would describe their periods or period experiences. In a truth booth, consumers viewed video of women talking about their period experiences together. At night, the shop offered entertainment including female djs and a stand-up comedy show.
“Our target consumer is the young woman likely to engage online who is making her own decisions and choices when it comes to her products and her life in general, but really, this program does have broad appeal,” says Lauren Kren, brand manager, U by Kotex, who added that men were at the shop, too, walking by or visiting with a female partner or friend. “For us, it’s about everybody getting comfortable talking about it and changing the way we think of periods, and men certainly have a role in that,” she says.
All of the proceeds from the shop were donated to Susan’s Place, a local homeless shelter in New York City. U by Kotex’s Period Project is a multi-year program in which the brand will collaborate with real women to make things better when it comes to periods and the feminine care category, leveraging social and digital channels to listen to women as a source of inspiration for the brand’s marketing. Agencies: Organic, Detroit (digital and creative lead); Ghost Robot, New York City (production).