We live in an opt-in/opt-out world. People don’t want to be talked at, and they definitely don’t want advertising. They want authentic interactions, messages and experiences that resonate and are relevant to their interests, and perhaps get them thinking and feeling differently than they had before.
Through equal parts creativity and data/science, we are ridiculously effective at getting people talking, thinking and behaving differently. We deliver the ideas and content with carefully orchestrated engagement and distribution models that drive action and deliver massive amounts of brand love, advocacy and results.
Women have a lot of passion for, and many ideas about, how to make things better when it comes to periods, period experiences and period products. U by Kotex is partnering with some of these women, giving voice to and making their ideas a reality with The Period Projects – a multi-year program and project series designed to help create real change, both big and small. In May, the brand kicked off its first signature project, The Period Shop, in New York City. The first and only pop-up shop dedicated to all things period, The Period Shop was inspired by a Tumblr post from New York City-based college student and Project Captain Sarah Michelson which called for a space where women can feel comfortable, safe, respected and have fun while shopping for feminine care products. The Period Shop is proof that women can help change the way people think about, talk about and shop for periods.
Together, U by Kotex and Sarah Michelson brought The Period Shop to life from Friday, May 13 to Sunday, May 15, where shoppers could purchase custom Period Shop-themed merchandise and enjoy special, interactive events. All Period Shop proceeds were donated to Susan’s Place, a transitional residence for homeless women. More than five thousand people experienced The Period Shop in person over the weekend, with many more joining in online with #PeriodProjects. For those unable to attend in-person, an abbreviated online version of The Period Shop is available at HelloFlo.com and Jet.com.
The Period Projects and The Period Shop news was featured on AdAge.com, AdWeek.com, InStyle.com, and TeenVogue.com, among many others. Outlets including Cosmopolitan.com and Refinery29.com gave viewers a Period Shop tour via Facebook Live, while more than 20 others shared photos and videos on their social channels. Visit www.UbyKotex.comfor more information and stay up to date on future Period Projects, and join the conversation online with #PeriodProjects or by following U by Kotex on Instagram and Twitter.