Kimberly-Clark’s Kotex feminine hygiene brand launches in Nigeria

Kimberly-Clark has launched Kotex sanitary pads and tampons brands into the Nigerian market. The products are marketed as more comfortable and discreet than existing products in market to encourage uptake by Nigerian consumers. Kotex is asking Nigerian women to open up about their period experiences and encourage family and friends to use their products.

Nigeria is now Kotex’s second major market in Africa, after South Africa. Kotex is banking on word of mouth referrals, asking customers to “tell a friend, an aunty, a mother or sister” about its products. The company is seeking to demystify feminine hygiene and, using a model used successfully in Europe and the US, brand its customers as “Kotex Women”. Social media at the launch also encouraged Nigerian women to share their embarassing period stories. The launch event featured Nigeria-based Zimbabwean TV host and former Big Brother Africa contestant Vimbai Mutinhiri and popular lifestyle blogger Yemisi Odusanya (Sisi Yemmie).

In February 2019, Kimberly-Clark, which also owns the Huggies nappy brand, announced it would close its factory in Lagos in Q2 2019 and build a new, more advanced factory. There are no details on where the new factory will be located.  In July 2018 P&G (Procter & Gamble) decided to close its new factory in the 650 hectare Agbara Industrial Estate west of Lagos, which manufactured the Always and Pampers brands, and shift manufacturing operations in its Ibadan plant.