Kotex has unveiled a new global business plan and with it, 3 new brand ambassadors.
The announcement was made as the firm incorporated the SHE symbol into their logo in honor of women everywhere in a new campaign aimed at increasing market share for the brand. The celebrities will drive the new campaign dubbed #PeriodOrNotSheCan to emphasize that a period should never get in the way of a woman’s progress. Other celebrities on the campaign include Maxine Wambosha among others.
The campaign, which leverages on Kotex putting women at the heart of their business for the past 100 years, remains one of the most significant for Kimberly Clark, owners of the Kotex brand globally.
Speaking at an event to formally launch the new-look pack designs, Christopher Waithaka Senior Brand Manager, Feminine Care Category – West, East & Central Africa said, “We incorporated the “She” symbol into the Kotex logo as a reminder that women guide everything we do and as a commitment to honor her for the next 100 years. Through the #PeriodOrNotSheCan’ campaign, Kotex seeks to drive conversation around period stigma with the intention of underscoring our belief, that a period should never get in the way of any woman’s progress,” he added.
While a period is a natural part of being a woman, for a long time, periods have been a source of stigma, shame, worry and embarrassment for women. Speaking to The Sauce, “Living With Ess” host Sharon Mundia said “I’m really excited to be working with Kotex! Been using their products for years but what made me jump on board was the message behind the #PeriodOrNotSheCan campaign: that a woman’s ambition, strength, achievements, and progress cannot and should not be tethered to what society has in mind for her. She’s free to be everything her heart desires and in many ways, my role as an ambassador is to reiterate this, be an example of this and encourage women to let their light shine bright.”
The narrative that periods are disgusting and should be hidden is often reinforced, even before girls experience their first period.“Period stigma dictates to women what they are allowed to do and how far they can rise in education or career. Taboos and myths serve only to encumber them thus crippling their efforts to advance,” explained Saiton Tameno-Righa, Digital Manager, Kimberly Clark in charge of West, East and Central Africa.
Sharon Mundia also shared her personal experience revealing her struggles as a young teen. Mundai said, “Growing up I remember sometimes being shamed for asking questions about my body and the different changes that were taking place. It was almost as if asking these questions was seen as inappropriate and vulgar, and I think for a while I lived feeling like there was a sense of indignity attached to my period. As I got older I was able to let go of this ridiculous notion that my body was impure for doing what it naturally does, but even as an adult, I’ve been shamed for some of the things that a woman’s body naturally goes through. Things are different now though because I don’t just sit in silence and take it. A woman should not have to live in shame for owning her womanhood.”
The Kotex firm has also unveiled the ‘New Kotex Ultra Thin Extra-Long Pad.’
“This exemplifies Kotex innovation in developing high-quality cotton-soft, fast-absorbent pads to make her period experience discreet and unnoticeable. The Kotex product range comprising sanitary towels, tampons, and panty liners remains unchanged and is available in retail outlets countrywide,” concluded Christopher Waithaka Senior Brand Manager, Feminine Care Category – West, East & Central Africa.
