U by Kotex® Launches MaxiMalism Jeans to Help End Shame Around Periods
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.
U by Kotex® ha lanciato MaxiMalism Jeans, una linea di denim in edizione limitata con tasche posteriori trasparenti progettate per mostrare i prodotti mestruali invece di nasconderli. Questa iniziativa mira a combattere lo stigma legato al ciclo mestruale, affrontando ricerche che mostrano che l'83% delle ragazze sente di dover nascondere i propri prodotti mestruali. I jeans saranno rilasciati in piccole quantità, con ulteriori uscite programmate per il 24 e il 27 ottobre 2024. La campagna è supportata da statistiche che mostrano che il 76% degli studenti associa negativamente il ciclo mestruale, mentre l'85% crede che il ciclo mestruale dovrebbe essere riconosciuto come un indicatore di salute piuttosto che come qualcosa di vergognoso.
U by Kotex® ha lanzado MaxiMalism Jeans, una línea de denim en edición limitada con bolsillos traseros transparentes diseñados para mostrar los productos menstruales en lugar de ocultarlos. Esta iniciativa tiene como objetivo combatir el estigma menstrual, abordando investigaciones que muestran que el 83% de las chicas siente que debería ocultar sus productos menstruales. Los jeans se lanzarán en pequeñas cantidades, con lanzamientos adicionales programados para el 24 y el 27 de octubre de 2024. La campaña se apoya en estadísticas que muestran que el 76% de los estudiantes asocia negativamente la menstruación, mientras que el 85% cree que la menstruación debería ser reconocida como un indicador de salud y no como algo vergonzoso.
U by Kotex®는 MaxiMalism Jeans를 출시했습니다. 이 한정판 데님 라인은 월경 제품을 숨기기보다는 보여주기 위해 디자인된 투명한 뒷주머니를 특징으로 합니다. 이 이니셔티브는 83%의 소녀들이 자신의 월경 제품을 숨겨야 한다고 느낀다는 연구 결과를 바탕으로 월경에 대한 오명을 극복하는 것을 목표로 합니다. 청바지는 소량으로 출시되며, 2024년 10월 24일과 27일에 추가 출시가 예정되어 있습니다. 이 캠페인은 76%의 학생들이 월경을 부정적으로 연관 짓는다는 통계에 의해 지지받고 있으며, 85%는 월경이 부끄러운 것이 아니라 건강 지표로 인식되어야 한다고 믿고 있습니다.
U by Kotex® a lancé les MaxiMalism Jeans, une ligne de denim en édition limitée avec des poches arrière transparentes conçues pour afficher les produits menstruels plutôt que de les cacher. Cette initiative vise à lutter contre le stigma menstruel, en s'appuyant sur des recherches montrant que 83 % des filles estiment devoir cacher leurs produits menstruels. Les jeans seront disponibles par petites séries, avec des sorties supplémentaires prévues pour le 24 et le 27 octobre 2024. La campagne est soutenue par des statistiques indiquant que 76 % des étudiants associent négativement les règles, tandis que 85 % estiment que les règles devraient être reconnues comme un indicateur de santé plutôt que quelque chose de honteux.
U by Kotex® hat die MaxiMalism Jeans ins Leben gerufen, eine limitierte Denim-Linie mit transparenten Hintertaschen, die dazu konzipiert sind, Menstruationsprodukte anzuzeigen, anstatt sie zu verstecken. Diese Initiative zielt darauf ab, das Stigma rund um die Periode zu bekämpfen und greift Forschungsergebnisse auf, die zeigen, dass 83% der Mädchen das Gefühl haben, ihre Menstruationsprodukte verstecken zu müssen. Die Jeans werden in kleinen Chargen veröffentlicht, mit weiteren Releases, die für den 24. und 27. Oktober 2024 geplant sind. Die Kampagne wird durch Statistiken unterstützt, die zeigen, dass 76% der Schüler die Periode negativ wahrnehmen, während 85% der Meinung sind, dass die Periode als Gesundheitsindikator anerkannt werden sollte, anstatt etwas Schambehaftetes zu sein.
- Product innovation targeting social stigma in feminine care market
- Marketing campaign aligned with growing social awareness and acceptance movement
- production run may restrict revenue potential
- Niche product offering with uncertain market acceptance
- Jean Pockets That Show Off (Not Hide) Your Pad -
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 unsanitary365% agree that society teaches people to be ashamed of their periods485% 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?
How many people menstruate globally according to U by Kotex's data?
What percentage of girls feel they need to hide their period products?
