The Period Shop is a pop-up shop concept to be hosted in New York City by U by Kotex. The inventive campaign was inspired by a student's Tumblr post, which caught the brand's attention. In the Tumblr post, a student named Sarah questioned why there were dedicated retail concepts for everything else, except something that roughly half of the world's population does or has experienced.
The Period Shop will be open in New York City between May 13 and 15, 2016, and is entirely dedicated to "all things period," which will include Bon Bon Bon chocolates from Detroit and Brooklyn Bell ice cream. Guests will also have a chance to create a custom tampon pillow.
The Period Shop was designed for the Kimberly-Clark brand by Detroit-based digital agency Organic, who spotted the original Tumblr post. The NYC Period Shop pop-up will kick off the multi-year campaign at 5th Avenue and 18th Street.
What's Driving This Trend
- Period-inclusive Retail
- The Period Shop sets the stage for the creation of more pop-up shops and retail concepts that cater to menstruation.
- Social-media Inspired Marketing
- Brands can use social media to gain inspiration for marketing campaigns and generate innovative ideas.
- Customization Experiences
- Retailers who offer customizable experiences, such as creating a custom tampon pillow, can enhance their customers' shopping experiences and set themselves apart from their competitors.
Who This Affects Most
- Feminine Hygiene
- Feminine hygiene brands can utilize pop-up shops and customized experiences to create more inclusive and welcoming environments for their customers.
- Retail
- Retailers can take cues from U by Kotex's Period Shop and create their own destination-focused shopping experiences that cater to specific needs and demographics.
- Food and Beverage
- Food and beverage brands can partner with non-traditional retail concepts, such as U by Kotex's Period Shop, to expand awareness of their products and reach new audiences.
