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Design For U by Kotex redefines feminine products category

If you scan store shelves, a few brands have done a stellar job recently of creating what marketers and package designers refer to as aisle “disruption.”

U_by_Kotex
U_by_Kotex

That occurs when a packaged product’s design is so different that it stops shoppers in their tracks to take a closer look. This tactic can work well as long as the design keeps the product on brand and on message with the target audience.

Kimberly-Clark offers a new example of aisle disruption in action with its U by Kotex line of tampons, liners, and pads. The design diverges from traditional pastel hues and floral patterns which are common in the feminine products aisle. Instead, the line’s black packaging, accented with bright colors, stands out from the crowd in targeting 14- to 22-year-olds.

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