breaking taboos to Re-build a brand

• Led agency insights and strategy for the reinvention of the Kotex brand as challenger brand U by Kotex, under the brand mission "to bring truth and transparency to all things vagina" — which both removed a stigma and saved a brand. (With JWThompson)

• Key insight: The coded language and conventions of the category (feminine hygiene, blue goo) created a dangerous stigma of shame and Kotex had been one of the worst offenders. Kotex could capture a new generation of women with a candid voice and beauty-inspired packaging.

• This strategy led to significant business growth:

• Market Share Gains: Within its first year, "U by Kotex" captured over four percentage points of market share, becoming one of Kimberly-Clark's fastest-growing brands and invigorating a previously stagnant category.

• Sales Milestone: By 2011, the Kotex brand surpassed $1 billion in global net sales, joining Kimberly-Clark's portfolio of billion-dollar brands.

• Sustained Growth: The innovative approach contributed to double-digit compound annual net sales growth for Kimberly-Clark’s global feminine care business over two consecutive years.