Kotex disposable panties product debuts

March 18, 1996 by Strategy Staff

Kimberly-Clark of Canada has introduced Kotex Personals disposable protective panties to meet the needs of menstruating women, primarily those with heavy flow.

The panties have an extensive breathable barrier which keeps liquid from passing through, but allows air to circulate.

Designed to be used in conjunction with a pad or tampon, Personals respond to consumer research which shows that 60% of women experience leakage each month.

Kotex Personals are available in cartons of three and retail between $3.50 and $4.

Print and television advertising will support the Canadian launch. Ogilvy & Mather, New York handles advertising creative, while O&M, Toronto handles media buying and French language translation.

The product was launched in the u.s. in June of 1995.

Paper giant Kimberly-Clark markets a number of feminine hygiene products including the Kotex line, and New Freedom and Lightdays brands.