U by Kotex led the fem care category in being the "cool, edgy brand", but threats from competitors were using this to belittle us as style over substance.

We needed to build meaning around U by Kotex, making it a true force of genuine, positive change for girls.

Generation Know was the first generation of girls with a real understanding of vaginal health and wellness. It drove girls to feel more empowered and informed about their vaginas.

In doing so, we outperformed competitors by positively changing views related to feminine health.