Brand personality – Needscope

Using the Needscope, we identified Kotex’s current brand personality as yellow: fun, warm and spontaneous. However, in order to set itself apart from competitors, which is essential in our context, we have decided to shift Kotex nearer to red area; dynamic, bold and active. As Kotex’s target consumers are mostly young women, we expect that they would be receptive to this shift.

 

Brand discriminator 

Our brand has been in the sanitary pad business for a significant period of time. Over the years, we have seen how women suffer and experience body discomfort when their period is here. Also, we gather that society in general views period as a taboo topic and this perspective influences how women view periods themselves. As a longstanding brand with deep heritage in the feminine hygiene segment, we wish to use our brand credibility and experience to advocate women to embrace their periods, and accept that women can have their moody days. We strongly believe that women are at their best when they are being themselves. We want to encourage women to let it out that they are having their period, and not keep it to themselves, especially if they feel uncomfortable during their period.

 

Brand Purpose

Stop Hiding. We exist to allow women to embrace their true selves. We aspire to change society’s view of periods and women having periods, as well as changing how women themselves think of periods.

 

Human Truth

Although a woman in a modern society can be independent and driven, there are times whereby she may feel down or uncomfortable when she is having her time-of-the-month. With further research, our team found that psychology studies show that the act of expressing pain and feelings can make one feel better. Hence, women may potentially feel better both physically and psychologically when they tell people around them that they are experiencing discomfort. More often than not, women tend to keep the pain and discomfort to themselves and deal with the pain alone because they are afraid of the social stigma that comes with revealing that they are having their menses.

 

"Glow with the Flow!"

‘Glow with the Flow!’ forms the overarching umbrella idea for our marketing campaign. We identified the dilemma that women have, being: Let It Out or Keep it In? Our brand is about advocating women to ‘Let It Out!’ and not ‘Keep It In’. We are about encouraging women to not be afraid to tell people that they are having their period. At the same time, we see ourselves as a brand that plays a role in spurring women on to be themselves and embrace themselves.