Kotex is breaking out of the traditional feminine sanitary napkin advertising mold. They have hired famous designer Patricia Field to create a series of pads that they are calling "haute."
I’ll wait for you to stop laughing.
OK, they are serious about this new marketing campaign.
April 4 as U by Kotex will also be your chance to offer your own design of a fashionable sanitary pad.
Seems that Kotex discovered women were tired of the ‘institutional experience’ of sanitary pads.
Patricia Field, who won an Emmy and was nominated for an Oscar for fashion and costumes for "Sex and the City," "Ugly Betty," and "The Devil Wears Prada,"
BantheBland.com is where budding period protection designers can login to enter to win a trip to New York Fashion Week.
Images from: http://www.ubykotex.com/get_real/design/gallery
Designer Period Protection
Kotex Hires Patricia Field to Create Pretty Pads
Trend Themes
1. Fashionable Sanitary Pads - The trend of creating fashionable sanitary pads allows for the potential disruptive innovation opportunity of appealing to consumers' desires for both function and aesthetics in everyday products.
2. Collaboration with Designers - Collaborating with fashion designers on traditional everyday products creates potential disruptive innovation opportunities by offering consumers unique and unexpected product experiences.
3. Crowdsourced Design - The trend of crowdsourcing designs, such as for fashionable sanitary pads, creates potential disruptive innovation opportunities of tapping into the creativity and diversity of consumers for product development.
Industry Implications
1. Feminine Hygiene Products - The feminine hygiene products industry has the potential disruptive innovation opportunity of appealing to a wider variety of consumers by offering more diverse and aesthetically pleasing product options.
2. Fashion Industry - The fashion industry has the potential disruptive innovation opportunity of expanding its reach and diversifying its product offerings by collaborating with other industries on everyday products.
3. Crowdsourcing Platforms - Crowdsourcing platforms have the potential disruptive innovation opportunity of tapping into the creativity of diverse groups of people for product development and design.