"Periods are very multi-dimensional, so we wanted to reflect
that," said Crystal Boersma, lead creative director for digital
agency Organic in Detroit, which led creative efforts. "So you'll
find snacks and goodies, home goods, clothing and accessories,
trying to run that full gamut."
The whole idea stemmed from a Tumblr post by Fashion Institute
of Technology student Sarah Michelson, spotted by Organic. Ms.
Michelson noted: "We as a society have thousands of stores for
random crap like shaving, containers, Crocs" but nothing for women
that doesn't involve clothes, makeup and shoes. So she said: "I'm
calling for a Period Store."
Ultimately, she got her wish and the chance to create it, along
with Organic, which is using it to help kick off a multi-year
effort dubbed "The Period Projects." The brand plans to collaborate
with real women to make things better when it comes to periods and
the feminine-care category, said U by Kotex Brand Manager Lauren
Kren. Part of that is listening to women in social media and
digital channels and looking to them as a sources of ideas,
inspiration and innovation.
"The shop is really going to be very stimulating and empowering
where women can participate in the conversation and have fun
there," Ms. Kren said. "We view this really as showing that people
can change the way they think about, talk about and shop for
periods in general."
"It wasn't that challenging to look for women who have ideas
about this. We're always listening in social, and we found this
Tumblr post," said Ms. Boersma. "So we reached out and made it
happen." Ms. Michelson went on the location scouting trip, helped
brainstorm on product ideas, and appears in the YouTube promotional
video for the store.
The Period Shop will also exist online, to an extent, through an
e-commerce program to run with Jet.com and HelloFlo.com, handled by
Rockfish Chicago. Also working on the program are Mindshare on
media buying and partnerships, KC Connect on sampling and shopper
marketing and Marina Maher Communications on PR.
Whether the concept will pop up in other places remains to be
seen, based in part on response in New York, Ms. Kren said.
