U by Kotex "Generation Know"Year: 2013
The Concept: Kotex launched their largely online "Generation Know" campaign to inspire girls "to come together to help dispel vaginal health and wellness myths, while creating a generation of girls comfortable asking questions," says U by Kotex Senior Brand Manager Melissa Dennis.
The brand launched a YouTube channel for the campaign, offering videos of straight-talking girls asking questions and slamming misconceptions about vaginal health. The videos address hush-hush topics from douching to period smell. (Hey, it's a thing).
The Impact: "Generation Know" was part of a larger trend that began in the early 2010s, backlashing against "traditional" feminine hygiene ads, which often feature smiley-faced women frolicking in fields and twirling in swimming pools. (Because we all definitely frolic during our time of the month).
Inviting women of different ages and backgrounds to speak honestly about this topic created a feeling of acceptance and inclusiveness that we rarely see in beauty ads.
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