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Sex And The City Fashion Diva Patricia Field Heats Up Kotex Promotional Efforts

Guest Post by Sandra Upeslacis is President of IDEASPEAK Public Relations. You can connect with Sandra on LinkedIn.

Feminine hygiene products have unarguably been viewed by most women as among life’s repulsive necessities…until now. An “out of the feminine pad box” thinker at Kimberly-Clark has come up with a way to make pads and liners cool by partnering with award-winning fashion stylist Patricia Field to launch a contest asking girls to introduce colour and design variety on the “U by Kotex” line of feminine pads and liners. This is no joke! Melissa Sexton, integrated marketing director, adult and feminine care, Kimberly-Clark, says, “U by Kotex is taking the next step in revolutionizing the feminine care category by introducing colour and design variety on pads and liners for the first time and inviting young women to imprint on the future of feminine care. 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.”

Young women are invited to share their inspirations through an online design contest where a pad, accessory or inspiration board can be designed and submitted at for the chance to work with Patricia Field to design a new U by Kotex product and attend a runway show at Fashion Week in New York City. Designs are being accepted until June 29, 2011 and then the public will vote for the winning designs. For every submission, Kimberly-Clark will donate $1USD to Girls For A Change, a U.S. national non-profit organization that empowers girls to create and lead social change within their communities.

The odd thing about this story is, disposable menstrual pads have been commercially available since 1895. What has taken so long for marketers, designers and product innovators to see the potential of lightening up the monthly load for women? Decorative band-aids have been around since 1951, and condoms were infused with colour and design options beginning in the 1990s. It begs the question: who will embrace the cause of the lowly white tampon?