Kotex unveils multi-sensory and interactive pop-up exhibition

Kotex, a feminine care brand of Kimberly-Clark, has unveiled a multi-sensory and interactive pop-up exhibition at K11 Art Mall, which aims to promote the upgraded all day natural antibacterial formula to more women, as well as offering visitors a unique journey to the Herbal Fairyland.

Available until 23 November, the exhibition namely "Herbal Fairyland” is decorated with the botanical, hoping to allow visitors to feel like a fairy in the garden. During the first stop of the exhibition, visitors will be surrounded by bouquets of botanical plants in the 360-degree fairyland. They can create and upload an Instagram reel following a few simple steps.

Furthermore, visitors can also have an immersive sensorial experience of the Herbal Fairyland through sight, smell, and hearing by looking into the round-shaped herbal world miniature. The natural sounds of the wind, birds and water drops together with the herbal scent will get visitors fully immersed in the Herbal Fairyland of Kotex. A herbal fairy swing photo zone is also available for visitors to be surrounded by the larger-than-life plants and take photos.

MARKETING-INTERACTIVE has reached out to Kotex for further information.

The exhibition is followed by the Kotex's upgrade in "Herbal Soft" antibacterial formula, including the upgraded smooth, mousse-like top sheet with an addition of dimples to keep the private part fresh and clean. According to the release, The Herbal Soft range provides 99.9% antibacterial protection with its free from three additive promise, including fluorescent brighteners, formaldehyde and dyes to ensure excellent protection with comfort and a light feeling.

This comes as pop-ups emerged as one of the most common types of advertising in Hong Kong as they help raise awareness of a brand. A survey by YouGov found that 54% of Hong Kong consumers prefer brands to engage with consumers via online means, interestingly a small segment of 22% do enjoy pop-ups. 

The study also found that different generations also seem to have ranging affinity and awareness to pop-up events around them. It also revealed that within the age group of 25 to 34, 52% tend to be more aware of pop-up-events near them. Meanwhile 36% of Gen Z population said they are always aware of pop-up stores nearby. For the age group of 45 to 54, 40% of respondents are aware of pop-up stores around them, according to the findings.

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