Pop-up shops have become popular for all kinds of brands in recent years, but U by Kotex has an idea that never popped up until now — The Period Shop. Read an excerpt of the Ad Age piece by Jack Neff below.
Opening Friday at 5th Avenue and 19th Street in New York, the shop will be dedicated to “all things period,” according to the Kimberly-Clark Corp. brand, including U by Kotex products, of course, but also custom tampon pillows, Brooklyn Bell ice cream and Bon Bon Bon chocolates from Detroit. Elise and Natasha of YouTube’s VerveGirlTV will give away custom T-shirts to the first 450 visitors on Saturday. And there will also be DJs and “beauty experiences.”
The whole idea stemmed from a Tumblr post by Fashion Institute of Technology student Sarah Michelson, spotted by Organic. Ms. Michelson noted: “We as a society have thousands of stores for random crap like shaving, containers, Crocs” but nothing for women that doesn’t involve clothes, makeup and shoes. So she said: “I’m calling for a Period Store.”
Ultimately, she got her wish and the chance to create it, along with Organic, which is using it to help kick off a multi-year effort dubbed “The Period Projects.” The brand plans to collaborate with real women to make things better when it comes to periods and the feminine-care category, said U by Kotex Brand Manager Lauren Kren. Part of that is listening to women in social media and digital channels and looking to them as a sources of ideas, inspiration and innovation.
The Period Shop will also exist online, to an extent, through an e-commerce program to run with Jet.com and HelloFlo.com, handled by Rockfish Chicago. Also working on the program are Mindshare on media buying and partnerships, KC Connect on sampling and shopper marketing and Marina Maher Communications on PR.
Read the full piece on Ad Age: http://adage.com/article/cmo-strategy/u-kotex-opens-a-pop-shop-periods/303983/