Personalisation at scale and contextualising content form the core pillars of our marketing strategy: Kimberly-Clark's Saakshi V Menon

Feminine hygiene, an essential aspect of women's health and well-being, has been a long-standing taboo in India for years due to a lack of awareness and access to menstrual hygiene products. 

However, Saakshi Verma Menon, Marketing Director, Kimberly- Clark India, stated that the feminine hygiene space in India has seen tremendous growth in the past few years and expressed the hope that the category will be witnessing an even better future. 

Created in the 1920s during wartime - wherein nurses used Kimberly-Clark’s cellucotton for their periods, Kotex has been there in the feminine hygiene segment for over a century now. The brand is now back on Indian shelves and has kick-started its new campaign #ChooseItAll. 

According to a report titled ‘Feminine Hygiene Products Market in India 2020’ the market was valued at Rs 25.02 billion in 2018 and is expected to reach Rs 58.62 billion by 2024, expanding at a CAGR of 14.92% during the 2019-2024 period. 

In Menon’s viewpoint, women’s access to menstrual hygiene in India has grown due to increased awareness and the removal of barriers, however, women are still reeling under the pressure of myths, taboos, and compromises on product quality when it comes to period.

“Kotex is a pioneering and innovative brand that champions progress and as global leaders in feminine hygiene, we encourage women to challenge misconceptions about periods,” she said.

Furthermore, she also went on to add that with the relaunch of Kotex, Kimberly-Clark aims to destigmatise period conversations and support women in breaking the glass ceiling because they genuinely believe that ‘Period or Not, She Can!’ 

Campaign:

“Through our latest campaign, #ChooseItAll, we are reminding young women not to compromise and choose healthy period protection with our new Kotex ProHealth+ pads,” she said.

It is also to be noted that, Kotex had relaunched in India in May 2022 and this is their first digital-focussed ad campaign, conceptualised by Ogilvy India.

Commenting as to how Kimberly-Clark is going to leverage its brand messaging to support and encourage young girls to not compromise with menstrual hygiene, Menon said, “We are here to support and encourage young girls on their path to establish a new world order and break the cycle of the old world. As their partners-in-change, we are working to provide healthy protection so that periods don’t come in the way of their progress.” 

During the course of the interaction, she also emphasised that apart from the ‘premium’ visually appealing packaging and convenient experience, the recently launched Kotex ProHealth+ sanitary pads offer 5-in-1 benefits, allowing consumers to make no trade-offs or compromises.  

Hence, in her viewpoint, the #ChooseItAll campaign is designed for multiple digital and offline touchpoints or platforms where their target customers, young women, spend most of their time on a daily basis and is integrated with the larger brand ethos of 'no compromise'. 

“Our digital-first marketing strategy is personalised at scale, contextualising content for specific consumer segments, providing an even more engaging and personalised experience for our customers,” she added.

Moreover, she also remarked that one of the key findings of their consumer survey was the understanding that women seek a sanitary pad that provides complete protection without any compromises, which actually led to the development of Kotex ProHealth+, which as per the company is a superior sanitary pad designed to deliver uncompromised healthy period protection.

Menon said she had high hopes for the category and stated that with the growth of the Indian feminine hygiene market, there is an opportunity for brands to perform better.

“At Kotex, we take pride in providing high-quality products that meet the needs of Indian women. We are confident that Kotex ProHealth+ will not only strengthen our market share but also become a commercial success, empowering women to achieve their goals and live life without compromise,” she stated.

Talking about the strategising part of their latest offering, she stated that the company’s marketing and advertising initiatives will be focused on digital channels, social media, and e-commerce portals, delivering a consistent and compelling brand message across all touchpoints. 

“We have developed personalised messages based on the different stages of the consumer lifecycle journey and targeted specific consumer segments,” she added.

Furthermore, she also went on to add that their team aims to further leverage contextualisation and personalisation across platforms to deliver relevant content that speaks to their consumers' needs and desires. 

“Additionally, we will also be partnering with influencers to promote Kotex ProHealth+ and amplify our messaging. Influencer outreach will help to create brand awareness and generate interest in Kotex ProHealth+ among our target audience who are mostly digital natives,” she said.

Moreover, she also mentioned that with the recent revamp, the feminine hygiene brand has also increased its budget allocation for digital marketing, influencer marketing, and personalised content, which have proven to be effective ways to reach and engage with its target audience.

“Our short-term objectives include boosting brand awareness, driving sales, and creating buzz around the new product. In the long run, our goal is to establish Kotex as a leading feminine hygiene brand in India while delivering superior period protection to our consumers. We will continuously monitor our progress against these objectives and refine our strategies accordingly,” she opined. 

Upon being questioned as to what is the rationale behind the company’s focus on the particular mediums, Menon replied that young women today are digital natives who prefer to research and purchase products online, therefore, e-commerce channels and social media platforms are essential for brands to connect with and engage their target audience.

“As a brand with over 100 years of experience in the feminine hygiene category, we recognise the significance of staying well-informed of market trends and shifting consumer preferences. Hence, we are committed to capitalising on these trends by investing in research and development to create innovative products that meet the evolving needs of Indian women,” she said.

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