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Kimberly-Clark emphasizes women’s health through new Kotex brand

BY Allison Cerra

DALLAS Kimberly-Clark has launched a new feminine care brand that hopes to redefine the personal care category.

U by Kotex includes tampons, pads and liners available in brightly colored and eye-catching designs, and focuses on the importance vaginal health through a open dialogue, Kimberly-Clark said. The company said it was prompted to launch the line after the release of “Break the Cycle: A Study on Vaginal Health,” a study conducted online in August 2009 by Harris Interactive on behalf of U by Kotex, which surveyed more than 1,600 North American women ages 14 to 35 years. The study found that 7-in-10 women believe it’s time for society to change how it talks about vaginal health, yet less than half (45%) feel empowered to make a difference.

“For the past 50 years, advertisers — Kotex included — have been perpetuating this cultural stigma by emphasizing that the best menstrual period is one that is ignored,” said Andrew Meurer, VP North American group brands feminine/adult/senior care at Kimberly-Clark.  “The way the Kotex brand will be positioned in the future will be very different. Moving forward, the tone of the Kotex brand’s marketing will adhere to its new tagline, ‘Break the Cycle.'”

In line with the debut of U by Kotex, the brand is launching a national integrated marketing campaign that frankly addresses vaginal health. According to published reports, some of the televised advertisements, slated to premiere this week, were prohibited from using the word “vagina” on broadcast networks; yet the ads mock censorship regarding the taboos surrounding such open discussions about vaginal health.

“What we like to say is ‘We’re taking the category from institutional care to personal care,'” Meurer added.

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P&G expands Future Friendly initiative

BY Allison Cerra

CINCINNATI Procter & Gamble is expanding its environmental responsibility and consumer education platform through multiple brands.

Future Friendly, first introduced last year, will show consumers how to use popular P&G products to achieve savings in water, waste and energy, featuring such brands as Tide, Pampers and Duracell.

Future Friendly-labeled products will begin to appear on retailer shelves in early April. The U.S. launch of the initiative will be supported by a comprehensive marketing and public relations program, including a television campaign which will air the week of March 29. P&G’s April edition of its popular brandSaver newspaper supplement, will feature information about and coupons for Future Friendly products. The campaign will be further supplemented by a full suite of digital and social media engagement initiatives, a P&G employee communications campaign, signature event sponsorships and other programs in partnership with recognized experts in conservation education.

“With Future Friendly, we’re trying to educate ‘mainstream’ consumers on how to conserve natural resources in their homes,” said Melanie Healey, P&G group president, North America. “These consumers don’t want any perceived trade-offs in performance and price. Instead, they want to purchase the brands they already know and trust and understand how using these products, and adopting other simple behavior changes within their homes, can help them lower their impact on the environment.”

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Albertsons to sell Redleaf water

BY Allison Cerra

CHILLIWACK, British Columbia A Canadian bottled water is making its way to the United States.

Redleaf announced that its products will be sold at 105 Albertsons locations in four states: Arizona, New Mexico, Colorado, Texas and Utah.

“Redleaf is the bottled water that health- and eco-conscious consumers have been waiting for, and we’re excited that Albertsons has taken the U.S. lead in offering our ultra-premium water,” said Dave Hillis, COO for Redleaf water. “We’ve produced a great-tasting water through a patented, chemical-free process that results in the most environmentally friendly bottled water in the world.  We’re confident that shoppers will embrace redleaf once they discover the purity in each sip.”

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