We started by listening and taking a walk in the shoes of the people we were trying to reach - through shop-alongs, ethnographies, social listening and in-person interviews. It soon became very clear that in order to win their loyalty, brands needed to find a way to connect and engage with them like people, not stereotypes.

The new brand U by Kotex revolutionized the category and ushered in a new era for feminine care with distinctive black packaging, accent colors that popped off the shelves and a "no BS" tone of voice that was refreshing and honest. Soon after the initial launch, U by Kotex Tween was introduced to micro-target that finicky demographic, and the U by Kotex Designer Series created new news on shelf and reinforced U by Kotex's forward-thinking approach.