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Kotex is targeting a secondary effect of periods — drab panty collections — with a promotion called “Kotex Project Makeunder” that aims to take such assortments from “drab to fab.”
The contest, which launched earlier this month, builds off an initiative the Kimberly-Clark fem care brand launched in January. To reinforce its “Panty-Approved Protection” message, Kotex issued a challenge asking women to wear its pads for one week when their periods arrived. If, for any reason, the products failed, K-C bought the consumer a new panty.
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