How do you speak to a new generation?

Find a way to connect with them and talk to them like people, not stereotypes. The new brand U by Kotex revolutionized the category and ushered in a new era for feminine care with distinctive black packaging, accent colors that popped off the shelves and a "no BS" tone of voice that was refreshing and honest. Soon after the initial launch, U by Kotex Tween was introduced to micro-target that finicky demographic, and the U by Kotex Designer Series created new news on shelf and reinforced U by Kotex's forward-thinking approach.