Kimberly-Clark has expanded its U by Kotex line to include the U by Kotex Limited Edition Designer series. This new line features new fashionable box designs meant to reflect a young woman's personal style.
The U by Kotex Limited Edition Designer series includes four different box "personalities": Poptimistic, Boho, Freestyle and Punk Glam (tampons only). The boxes are marked by bright and bold colors and patterns. For instance, the Punk Glam packagain is black and pink, while the Boho box is a flurry of swirl designs in orange.
The design strategy was developed by CBX. The company took inspiration from trends in the beauty and fashion industries as well as major clothing retail stores. According to CBX's managing partner Gregg S. Lipman, the new designs are targeted at the consumer who wants her style and personality reflected in the brand she chooses. The U by Kotex Limited Edition Designer series essentially creates an "engaging and positive interaction."