U by Kotex® Launches MaxiMalism Jeans to Help End Shame Around Periods

Rhea-AI Summary

U by Kotex® has launched MaxiMalism Jeans, a -edition denim line featuring transparent back pockets designed to display period products rather than hide them. This initiative aims to combat period stigma, addressing research showing that 83% of girls feel they should hide their period products. The jeans will be released in small batches, with additional releases scheduled for October 24 and 27, 2024. The campaign is supported by statistics showing that 76% of students associate periods negatively, while 85% believe periods should be recognized as a health indicator rather than something shameful.

Positive

• Product innovation targeting social stigma in feminine care market
• Marketing campaign aligned with growing social awareness and acceptance movement

Negative

• production run may restrict revenue potential
• Niche product offering with uncertain market acceptance

- Jean Pockets That Show Off (Not Hide) Your Pad -

CHICAGO, Oct. 23, 2024 /PRNewswire/ -- According to a recent study, 83% of girls feel like they should hide their period products on the way to the bathroom.¹ U by Kotex® is empowering women to embrace their inner confidence and champion transparency around periods, literally. Introducing MaxiMalism Jeans: a limited-edition line of denim jeans designed to proudly feature your pad, not obscure it. After all, roughly 1.8 billion people menstruate every month worldwide.² It's time to end the shame and recognize there is nothing to hide.

With MaxiMalism Jeans, U by Kotex® is taking the most popular hiding place - the back pocket - and transforming it into a showcase. The low-rise blue jeans will feature a special transparent back pocket, encouraging you to carry around your pads shame-free and join in the fight to end period taboo.

Recent research reveals the following true of school age students:

• 76% say there is a negative association that periods are gross and unsanitary³
• 65% agree that society teaches people to be ashamed of their periods⁴
• 85% agree periods should be recognized as an indicator of good health rather than as something dirty or gross.⁵

"U by Kotex® believes a period should never get in the way of women's progress," said Nicole Pawlukowsky, vice president of U by Kotex®. "We strive to end negative perceptions around period products and destigmatize menstrual care. Our MaxiMalism jeans bring that belief to life, by showing that a period is nothing to hide."

The U by Kotex® MaxiMalism jeans will feature a small-batch release of low-rise, medium-wash, perfectly baggy jeans, featuring a transparent pocket that refuses to hide your pad in transit. Consumers can enter for a chance to win* a free pair of MaxiMalism Jeans. The first batch released on October 22 has already sold out, however, additional batches will be released at 12:00 a.m. CT on October 24 and 12:00 a.m. on October 27 at maximalismjeans.com. Learn more about MaxiMalism jeans at @UbyKotex on Instagram and @UbyKotexUS on TikTok.

About Kimberly-Clark
Kimberly-Clark (NYSE: KMB) and its trusted brands are an indispensable part of life for people in more than 175 countries. Fueled by ingenuity, creativity, and an understanding of people's most essential needs, we create products that help individuals experience more of what's important to them. Our portfolio of brands, including Huggies, Kleenex, Scott, Kotex, Cottonelle, Poise, Depend, Andrex, Pull-Ups, GoodNites, Intimus, Plenitud, Sweety, Softex, Viva and WypAll, hold No. 1 or No. 2 share positions in approximately 70 countries. We use sustainable practices that support a healthy planet, build strong communities, and ensure our business thrives for decades to come. We are proud to be recognized as one of the World's Most Ethical Companies(R) by Ethisphere for the sixth year in a row and one of Fortune's Most Innovative Companies in America in 2024. To keep up with the latest news and to learn more about the company's 150-year history of innovation, visit the Kimberly-Clark website.

*No purchase necessary. A purchase will not increase your chances of winning. Open to only US residents, 18 years of age or older. Starts 10/22/24; Ends 10/29/24. Odds depend on no./timing of entries. Full rules at https://bit.ly/MaximalismGiveaway. Sponsor: Kimberly-Clark Corporation.

¹ According to 2021 study, State of the Period 2021, conducted by Thinx and PERIOD
² According to 2023 study, Period poverty and mental health of menstruators during COVID-19 pandemic: Lessons and implications for the future, conducted by Frontiers in Global Women's Health
³ According to 2021 study, State of the Period 2021, conducted by Thinx and PERIOD
⁴ According to 2021 study, State of the Period 2021, conducted by Thinx and PERIOD
⁵ According to 2021 study, State of the Period 2021, conducted by Thinx and PERIOD

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SOURCE Kimberly-Clark Corporation

FAQ

What are U by Kotex MaxiMalism Jeans and when will they be released?

MaxiMalism Jeans are -edition denim jeans with transparent back pockets designed to display period products. Additional batches will be released at 12:00 a.m. CT on October 24 and October 27, 2024.

How many people menstruate globally according to U by Kotex's data?

According to the press release, approximately 1.8 billion people menstruate every month worldwide.

What percentage of girls feel they need to hide their period products?

According to the study cited in the press release, 83% of girls feel like they should hide their period products on the way to the bathroom.