As if we weren’t already jealous and mildly tweaked when we saw Kotex’s progressive “U by Kotex” campaign last year engage millions of girls and women to talk positively about periods – the folks at Kotex have done it again. But this time, with the help of a celebrity fashionista, Patricia Field of Sex and the City fame.
In their latest campaign, called “Ban the Bland“, with the help of a cool online tool, budding artists are asked to help design a limited edition fashionable menstrual pad and win a trip to New York Fashion Week. Wait a minute: a fashionable menstrual pad? Isn’t that what Madeleine set out to do 18 years ago when she made her first set of Lunapads? Sheesh, we’re really starting to feel like Kotex is taking a page from everything Lunapads has done to make periods cool, stylish and fun.
Kudos to Kotex for investing in positive messages about periods (in a way that we could never afford to do!) and revitalizing the feminine hygiene product category. But let’s not forget that at the end of the day they are still pushing disposable pads and tampons (that happen to be priced up to 50% higher than other disposables.) Disposable feminine hygiene products are an ugly environmental blight to our planet; according to E-magazine, Franklin and Associates reports that over 12 billion pads and tampons go into North American landfills every year. I haven’t worn a disposable pad in a decade but remember how they feel: sticky, sweaty and made from plastic and other synthetic materials. Is that cool? I don’t think so.
What’s your take? Do you like what Kotex is doing? What ideas do you have for us to help get our message out to girls and women that Lunapads have always made beautiful menstrual pads that are better for your body and the earth? We want your ideas!
- Get your creative juices flowing with Kotex! (adweek.blogs.com)