Kimberly-Clark Corp.’s Kotex brand crossed the billion dollar global net sales mark in 2011, following two consecutive years of significant growth in the feminine care category. With this milestone, the Kotex brand enters the top tier of consumer packaged goods brands with more than $1 billion in net sales.

The Kotex brand joins the company’s other four billion-dollar brands, including the Kimberly-Clark, Huggies, Kleenex and Scott brands in the elite billion dollar category. The strong results from Kotex have driven double-digit compound annual net sales growth for Kimberly-Clark’s global feminine care business over the last two years. The same is true for the Kotex brand in North America, where market shares also have improved by nearly three points.

“Kimberly-Clark invented the feminine care category with the Kotex brand more than 90 years ago and continues to drive category growth through product and marketing innovation,” said Jay Gottleib, VP of Adult & Feminine Care, North America. “This achievement reflects the strong, life-long relationships the Kotex brand has forged with millions of loyal women worldwide.”

To drive global growth, the Kotex brand is, according to a news release:

• Embracing colorful, bold designs that distinguish Kotex brand products from the bland, traditional look of feminine care, including U by Kotex in Australia and North America, Kotex Unika in Mexico, Kotex Luxe in the Asia/Pacific region and Kotex Design in Israel.

• Empowering moms to have that important “first period” conversation with their daughters early on and launching products designed especially for younger girls like U by Kotex Tween in North America, Kotex Young in Russia, South Africa and Israel, and Kotex Teen in Latin America.

• Taking a positive, optimistic approach to feminine care advertising and marketing that reflects real women’s experiences, celebrates their individuality and fosters an honest, open conversation about women’s health, including a new commercial program for Kotex Natural Balance in

North America that encourages women to “stand up for what’s real.”

“The company that created the category is now redefining feminine care with bold products and real talk,” said Giuseppina Buonfantino, VP of Global Adult & Feminine Care Sector. “Kimberly-Clark will continue to develop innovative solutions to meet women’s needs and further grow our feminine care business worldwide.”

Share This

• 
• 
• 
• 
• 
• 
• 
• 
• 
• 
• 

Related Posts

Dave Histed Wins Safeway Culinary Kitchens’ Next Chef Competition

After a three-month nationwide search, a People's Choice vote, three regional cook-off events and one final cook-off event, Safeway has found its next chef. Dave Histed has won the "Search for Our Next Chef" competition,...

Kroger Receives Black Pearl Award For Food Safety

The Kroger Co. is the 2012 recipient of the prestigious Black Pearl Award for advancing food safety and quality. The International Association for Food Protection (IAFP) names one company annually for its efforts to advance...

Kellogg’s Crunchy Nut Celebrating ‘Eat What You Want Day’

Today is “National Eat What You Want Day,” and Kellogg’s has declared its Crunchy Nut cereal “The Unofficial Cereal of Eat What You Want Day.” According to Crunchy Nut, “the founder of Eat What You Want Day is unknown,...