BRAND EXPERIENCE
Client: U by Kotex
Agency: Organic
Studio: Ghost Robot

ROLE: Creative Strategist / Writer

Working on the world's first pop-up period store was a phenomenal opportunity, not only because I was part of an all-star team, but because we were empowered to boldly put periods (menstruation!) front and center on Fifth Avenue... changing the conversation, confronting taboos, and having an incredible time along the way.

THE CHALLENGE: Develop a brand experience for U by Kotex that brings periods out of the shadows and onto one of the busiest shopping corridors in New York City.

THE APPROACH: The Period Shop — the first of U by Kotex's Period Projects — started with a Tumblr post by a young woman in New Jersey. She simply posited: why are there literally thousands of shops for random things like plastic shoes, sunglasses, and hot sauce, but NOT ONE for our periods? U by Kotex was listening, and the Period Shop was born.

I led the group that developed the strategy for the store experience and the original products (all the things we want when we have our periods — big sweatshirts, chocolate, cute pouches for our products, etc.). I also wrote the copy for the full teaser that announced the shop and the anthem video that captured the weekend.

THE RESULTS: The Period Shop was open for one May weekend in NYC. In its three-day run, it attracted more than 10,000 visitors, raised nearly $10,000 for Susan’s Place, and received media coverage from Creativity, AdWeek, PSFK, Fast Company, AdAge, Glamour, Cosmopolitan, Refinery 29, InStyle, Time Out, and Teen Vogue.