Experience a Memorable Mother's Day with Liv by Kotex

Liv by Kotex Announces Mother's Night

Liv by Kotex, a new line of period and pee protection products from Kimberly-Clark, has officially declared May 11 as Mother's Night in anticipation of Mother's Day on May 12.

Target's exclusive brand is offering an opportunity for 200 moms to receive $100 each to enjoy a night out with their friends. To enter the giveaway, simply comment on the @LivbyKotex Mother’s Night post on Instagram, tag two friends, and share your plans for the evening.

This initiative, accompanied by an online video, was inspired by brand research revealing that one out of three moms feel more isolated after becoming a parent, with 53% feeling less connected to their friends.

Celebrate Mother’s Day with Liv by Kotex

Liv by Kotex is making Mother’s Day extra special this year by offering moms a well-deserved break. They are giving away 200 $100 American Express gift cards through a contest on their Instagram page from April 25 to May 8. This initiative not only treats moms but also boosts the brand’s social media presence.

The new line from Kotex is designed for women who experience both periods and bladder leaks, which accounts for roughly 40% of women according to research cited by the brand. Paige Chapman, senior brand manager for Liv by Kotex, shared that the introduction of Mother’s Night from the newly launched product provides moms with the opportunity to strengthen bonds and feel more connected.

Chapman emphasized that moms give a lot of themselves every day and motherhood can be unpredictable. She mentioned that current products on the market are not able to manage all of moms' needs in the way Liv by Kotex is specifically designed to do.

A video posted online as part of the competition shows a mother of a young child struggling with the challenges of parenting. Afterward, she gets dressed up and meets two friends for a meal and drinks. A title card in the video highlights the fact that "despite rarely being by themselves, over 69% of mothers feel isolated."

Mentions of “a little pee” and the tagline “Liv. Laugh. Pee.” are featured in the video and press materials, with the latter being a playful twist on the popular “Live. Laugh. Love.” saying. This bold advertising shows how feminine product marketers are working to make discussions about menstruation and women’s health more normalized.

Kimberly-Clark, a company known for personal care and household products, reported strong first quarter sales that exceeded analysts' expectations. Sales volumes increased by 1%, while prices went up by 4%. According to Reuters, the company attributed its success to the growing popularity of premium personal care items.

Editor's P/S:

Liv by Kotex's Mother's Night initiative is a thoughtful and meaningful gesture that acknowledges the challenges and sacrifices made by mothers. The brand's research highlights the isolation and disconnection experienced by many mothers, and their efforts to provide a respite are commendable. The contest offering gift cards for a night out allows mothers to reconnect with friends and prioritize their well-being.

Moreover, the launch of Liv by Kotex products specifically designed for women experiencing both periods and bladder leaks addresses a significant need. The brand's commitment to innovation and addressing the unique challenges faced by mothers demonstrates their understanding of the complexities of motherhood. By normalizing discussions about menstruation and women's health, Liv by Kotex is contributing to a more open and inclusive dialogue about these topics.