Kimberly-Clark’s U by Kotex and Poise brands have launched a year-long partnership with HelloFlo, creator of funny viral videos on women’s health.
An online video capturing a day in the life of the fictional “Aunt Flo” is one part of a multifaceted marketing effort including feminine care boxes and digital content. HelloFlo creates one-of-a-kind care packages and content to help women and girls through transitional times of their lives. The partnership is a first for both the U by Kotex and Poise brands.
"Aunt Flo is visiting" is a euphemism for a woman's menstrual period. Feminine care marketing used to be about product demonstrations using blue fluid and ads with women in white slacks pitching white pads, says Melissa Dennis, senior brand manager, U by Kotex.
“U by Kotex led the way in changing the way feminine care products are marketed -- by talking about periods the way real women do -- in a direct, frank and often humorous way,” Dennis tells Marketing Daily. “Humor helps normalize the conversation and helps the brand engage with consumers, in particular Millennials. This approach helps us stay true to our continued focus on always advancing innovation in the way people think about, talk about and experience the feminine care and light bladder leakage categories.”
HelloFlo is a community devoted to promoting health and empowerment for women and girls, and normalizing the conversation around women’s bodies so they can live healthier lives. It was recently acquired by She Knows. “First Timer,” “Menstrual Maven” and “Mom to Be” kits available on www.HelloFlo.com all contain U by Kotex products; “Mom to Be” kits include Poise products too. Select kits also include beauty and maternity products, travel kits, accessories, as well as products from Kimberly-Clark’s Kleenex and Cottonelle brands.
“Their mission aligns with U by Kotex and Poise brands' commitment to advance innovation in, as well as the way people think about, talk about and experience the feminine care and light bladder leakage (LBL) categories.,” Dennis says. “In addition to providing unique content that helps educate, inspire and entertain, HelloFlo offers one-of-a-kind care packages that support women and girls through transitional moments.
"By teaming up with HelloFlo, we are helping more women receive customized feminine care solutions that are just right for them. We're also connecting, entertaining and engaging a wider audience of women with real, relatable content created in concert with a partner who understands them as well as we do."