Kimberly-Clark is hoping new packaging on its Kotex femcare brand will not stay hidden in the bathroom.
Supported by £3.5m of TV, print and radio ads as well as sampling, the new look features a white background highlighting images associated with women's desire to be pampered. Each carries a cheeky strapline.
"We are hoping these new designs will break the old taboo," said European brand activation marketing manager Carolyn Dobbie.
The range also features a new addition, a towel claimed to be the first to fit the body individually.