Kotex SG gets fashionable with Andrea Chong's clothing brand Good Addition

Menstrual hygiene brand Kotex Singapore has collaborated with local influencer and co-founder of clothing brand Good Addition, Andrea Chong, on a special edition scarf that was inspired by the Kotex Luxe range.

A scarf was chosen due to its ability to be worn in multiple ways which mirrors the Kotex Luxe range’s aim to highlight that women can achieve their goals and ambitions regardless of whether they are on their period or not. The scarf has a warped design that features the vibrant pink and orange colours that are on the Kotex Luxe packaging.

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By collaborating with a key opinion leader, Kotex Singapore aims to achieve a wider reach and generate word-of-mouth buzz while also enhancing audience engagement as Chong brings the campaign to life, said a a representative from Kotex Singapore in conversation with MARKETING-INTERACTIVE. 

"As a female entrepreneur herself, she truly exemplifies the spirit of how women can achieve their fullest personal potential, regardless of social norms that consider periods a liability and hinder them from reaching their goals," they added.

Kotex Singapore also brought consumers behind the scenes of the collaboration in an Instagram reel that showed Chong going through samples and using the scarf in multiple ways for a photoshoot.

“Very early on in my career I’ve always wanted to work with a feminine hygiene product brand- because I truly believe that #PeriodorNot, women can do anything,” said Chong in a statement on Instagram.

“It was a serendipitous that a collaboration opportunity with Kotex Singapore came up and I instantly thought about designing a scarf because a scarf can be styled on anyone in any way,” added Chong.

In fact, the reel showed the individual packaging for the Kotex Luxe pads that use the symbol for female in various orientations to spell inspiring words such as “passion”, “empowered” and “potential.

"The campaign seeks to turn Kotex’s mission, ‘She is Unstoppable’ into a movement through creating a community of empowered females and strengthening our cause through co-created premiums utilising the She Symbol," further explained the representative.

The ‘Kotex X Drea Chong’ scarf will be available nationwide as a gift with purchase when consumers purchase SG$20 worth of Kotex products which must include one Kotex Luxe item.

As Kotex aims to empower women, it partnered up with Ogilvy to launch an educational campaign titled “Period Planet”, built around an immersive, web-based gaming experience to combat misinformation, stigmas and myths around female menstruation, last year.

As part of its purpose to ensure that periods never stand in the way of any woman's progress, Kotex had the ambition to build a scalable, cost-effective, long term owned platform to engage with a wide range of audiences.

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