Sanitary chic

With little product differentiation between feminine-care products, manufacturers are increasingly reliant on advertising to boost sales. Product allegiance is formed during the teenage years and marketing has to appear "hip, current and responsive" to obtain loyalty from a very fickle age group. The feminine-care market has had to overhaul its approach, by moving away from the clinical overtones and emphasis on practical elements of the products, and introducing humour, sensitivity and emotional appeal. The article looks in detail at campaigns by Kimberly-Clark and Tampax.