Last week i went to Hong Kong + Shanghai for 5 days 4 nights. It was wonderful and love the night scenery & attractions. During my vacations, for sure i won't miss out my shopping list. As i entered Watson shop in Hong Kong, i noticed Kotex's (sanitary pad) packaging is so colourful and creative advertisement. It immediately given me an idea of my upcoming assignment for Advertising: Images, Industry and audiences. Hope my chosen topic enlighten my lecturer... << blushes blushes >>

And here, i am sharing Kotex packaging from various countries and cultures. Here just a brief introduction for KOTEX. Kotex is a brand of feminine hygiene products, there are Kotex Maxi, Ultra Thin pads, Security Tampons, light days pantiliners. It's owned and managed by Kimberly-Clark in more than 80 countries.

Since young, i defined this brand as "aunty brand" means only aunty or senior aldult will use it. It is because the packaging look so "adult-hood" and thick sanitary pad. i still remebered whenever girls talk about menstruals, we will giggled and shy to share what brand they are using. During my schooling time, sanitary pad was designed as a "need" for consumer.

I believe Kimberly-Clark changed their packaging probably due to this reason and they transformed in year 2009. Kotex launched a premium brand called Kotex Luxe in Singapore. The changed not only brought them sales or revenue, but it changed the society mindset and culture. It changes the society to be opened to embrace the natural (mensus) which given from GOD to the women. Ladies no longer feeling shy to share the brand and they carried it handily everywhere conveniently.

 It was launched U by Kotex Tween and aiming for the teenager aged between 8-12 especially for the teenager in US in year 2011.

After by Kotex is launched and following packaging, Kotex has been the pioneer in the market. Kotex has becoming the trademark by word of mouth. Let me further my explanation for the Kotex packaging that i saw in Hong Kong. It does not look like sanitary pad at all, and through the advertisement, they are targeting teenager and projecting the youthfulness via advertisement and publications.

Enough of reminiscing of the past... I love the floral design!

It packed into a steel box - Kotex Luxe packaging

Panti-liner in small packaging

Besides, the latest packaging for Kotex no longer dull, old fashion, bulky and inconvenient. I find it convenient as the pad was organised into boxes or nice plastic small pockets bag. It is easy to carry without feeling embarrassing. Perhaps when you bring it out, people might not see it as a sanitary pad packaging compared to last time image as per enclosed bellowed.

 

Outwardly from far, it can be distinguish easily that it is sanitary pad. However, with the latest packaging, when i first see it, it attract my attention. It no longer embarrassing of holding it but i feel exclusive and fashionable by using it instead. There are flora embossed on it, Kotex is the first company that makes a revolutionary changed. I was thrilled to see the colourful pretty designed inside the pack.

Lastly, i would like to end my blog by showing this advertisement by Kotex as they has brought us joy, carefree and openess into our lives. What a creative breakthrough by their marketings.