Ask and you shall receive.
That’s what Kotex is promising women across the country with its #PeriodProjects initiative, aimed to remove the taboo from menstruation by tapping into real women’s ideas on the topic. By listening to social conversations, Kotex identified the first project – the Period Store – from Fashion Institute of Technology student Sarah Michelson’s Tumblr account. With Sarah’s input, the store popped up in NYC for the weekend of May 13-15 and included an array of period-friendly / cramp-reducing items including Kotex products (of course), Advil, ice cream, chocolates and special pillows as well as beauty services and a “Truth Booth“ where women could openly share their period stories/experiences. Both men and women browsed the store, and for those who couldn’t, Kotex created a Period Shop Kit on HelloFlo.com. With this project, Kotex is jumping on the branding trend of co-creation; however, they are taking it further by creating full-fledged brand/consumers experiences. The takeaway is clear – the power has shifted from brands to consumers.