Kotex Markets Printed, Designer Pads to TweensCarolyn Castiglia
So, we talked the other day about how 15% of all American girls get their first period at age 7, and what you can do to prevent that from happening to your daughter. But we haven’t yet talked about what marketers are doing in response to the early puberty epidemic. As reported in The New York Times, Kotex has begun selling “what the brand says is an industry first,” pads designed specifically for 8- to 12-year-olds that are “18 percent shorter and narrower than other Kotex pads.” These smaller pads are “sold in glittery boxes decorated with hearts, stars and swirls (which are also printed on the pads themselves).”
Oy. Just what every little girl needs: a menstrual pad that looks like it was designed by Lisa Frank. I wonder how long before the Ed Hardy people get into the period game…
I’m joking, of course. But it turns out, famous fashion designers have decided to uh, get their hands dirty and join the maxi-pad designing revolution, if you want to call it that. (Personally, I don’t want anything that looks like a printed paper towel near my lady bits, thanks.)
The Times reports, “With what the brand calls a limited-edition designer series, prints like poptimistic and punk glam, will be introduced for U by Kotex products in July.” And there’s a pad-designing contest on the U by Kotex website that offers the lucky winner a chance to collaborate with “Sex and the City” costume designer Patricia Field. Too bad what they’ll be designing won’t be seen by anyone but the woman wearing it.
I think it’s great that Kotex has taken the initiative and designed a smaller pad for young girls who might need one. But I resent the idea that girls shouldn’t “settle for feminine care being dull and white and boring.” That’s a quote from Melissa Sexton, a marketing director in the adult feminine care division at Kimberly-Clark. Sexton says, “Every day when we get dressed, we have a choice of what we wear, and when we have our periods we should still have that choice.” Like women need another thing to worry about! “Oh no! Is my maxi-pad cute enough… TO BLEED ALL OVER?” Ugh.
Source: New York Times