Nearly half of women never talk about their vaginal health—not even with their doctor. A quarter can’t identify their own anatomy. 

Why? Because centuries of taboo have made it unspeakable, even unlovable.

The strategy was simple: challenge the silence. By creating the first-ever Curvy Pad—designed for real vaginas, not outdated norms—U by Kotex turned a product into a bold statement: Normalize Periods. A big and bold movement that paired with education, advocacy, and community engagement encouraged women to embrace their anatomy and rewrite the narrative.

The result? Conversations that were once taboo became empowering. Sales doubled, and women everywhere reclaimed what was always theirs: their voice, their confidence, and their bodies.