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In a #WombStories world, how is Kotex addressing period stigma in Asia?

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02.07.2021

Kotex, the century-old sanitary products brand from Kimberly-Clark, is refining its business and brand purpose in Asia-Pacific by taking a nuanced approach to product launches and busting myths around menstruation.

In an interview with Campaign, Aparna Gopalakrishnan Dubey (pictured below), regional sector leader, APAC feminine care at Kimberly-Clark, says period stigma exists across APAC but "manifests itself differently" by market.

For example, in Australia, which is one of Kotex's more developed markets, it recently conducted research which found that one in two girls don't have access to all the right information on menstruation.

Meanwhile in India and developing markets in the region, the stigma is more deeply entrenched in culture.

“Across our markets, we actually conduct menstrual education programmes not just for girls, but also boys. Because conversation and education around it is the first way to challenge the stigma,” she adds.

A key focus market for Kotex in APAC is Indonesia, where it acquired Softex in September 2020 for $1.3bn (£950m). Here, Dubey says the brand has partnered........

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