Body wash, cotton swabs, deodorants, feminine hygiene products, soap, razors, shaving cream, toothpaste, etc.
It's Me It's Not My Period
It's Me It's Not My Period In order to grow the U by Kotex business in a flat-lining, habit-driven category, we needed to change what is essentially a routine purchase by giving our target a compelling reason to actively choose U by Kotex. We launched It's Me It's Not My Period to challenge broad reaching and deeply embedded societal prejudices about menstruation. Key to our success was shifting society's perspective of a woman's period from a source of embarrassment to a source of empowerment.
Brand: U by Kotex
This is a story of an idea that helps leading skincare brand OLAY take first among the category by inspiring millions of Chinese women to defy age taboo fearlessly on 2018 Women’s day. By bringing the powerful female icons Lin Chiling, He Shui, Gao Yuan Yuan and more than 100 top KOLs answered with a number that sounds like an age, but a personal achievement anecdote, OLAY successfully made Chinese women to finally openly share and believe that “the number that defines a woman is not her age, but her fearless story”.
Client: P&G China
Agency: Grey Advertising Hong Kong