Women indulge in comfort pleasures in Kotex

Kimberly-Clark's sanitary protection brand Kotex recently sent an open invitation to women to indulge in special treats at The Coffee Club at Raffles Place in association with the launch of its new Kotex Dri-Comfort product line. About 1,500 women attended the Filter Group-conceptualised afternoon event, receiving free Kotex Dri-Comfort sanitary napkins in the process.

"Kotex understands women and we decided to hold this event to provide them with the ‘comfort pleasures' that they desire," said Judy Lee, Group Product Manager for Feminine Care, Kimberly-Clark Singapore. "The event theme of ‘Comfort' aligned perfectly with Kotex Dri-Comfort, which keeps you dry without being uncomfortable unlike other pads."

Attendees were chaperoned to the location by dozens of male models wielding giant umbrellas to shade the former from the sun. At The Coffee Club, the women were treated to hand paraffin treatments, massages, and eyebrow shaping, eyelash curling and hair styling. They were also offered a spread of ‘comfort food' such as chocolate fondue, strawberries, brownies and more.

"The event created tremendous buzz around the Raffles Place area and perfectly targeted the working women we were aiming to reach," added Lee. "We are pleased that we not only successfully reached our target audience but also created a positive brand association."