KIMBERLY-CLARK FEMININE CARE CATEGORY REINVENTION

The Challenge

With innovations and fresh category-specific consumer research in hand, Kimberly-Clark prepared to present recommendations in feminine care to their retail partners via robust meetings with senior leadership.

For one retailer, however, innovation alone might not be enough. Sales in their feminine care categories had been declining for several years and most recently, efforts to communicate with Millennials, a key demographic, had been ineffective. Most Millennials simply didn’t see the retailer as a place to shop for these basics.

Kimberly-Clark challenged Wild Blue to develop a solution that would position the feminine care category to meet the shopping habits of this critical demographic.

The Solution

Utilizing consumer research and shopper insights, we developed both near-term and five-year visionary category retail designs for Kimberly-Clark. Both solutions embraced Millennials’ tendencies to explore, organizing their products with other essential feminine essentials by lifestyle activity.

In doing so, Kimberly-Clark was able to create a warm, welcoming destination, far more valuable than simply giving her “the femcare aisle.”