Growing with girl power

摘要

It seems that tweens, or teens, are becoming major influencers in the feminine hygiene market. In the past couple of weeks alone, both major U.S. fern hy producers, Kimberly-Clark and Procter & Gamble, have launched new products geared exclusively at younger consumers and are reinforcing these launches with major marketing efforts. Targeting younger women with products geared specifically toward them is a strategy that Kimberly-Clark adopted two years ago when it launched the U by Kotex brand. Since the 2010 introduction, the company has credited U by Kotex, which features brighter color packaging and bolder marketing campaigns than older generation products, with driving growth for the brand. In just two years, the sub-brand achieved more than four points of marketshare and has quickly become one of K-C's fastest growing brands.