On 28 May, to mark the 11th Menstrual Hygiene Day, global menstrual care brand Kotex launched its Little Red Flower Full-Cycle Wellness Plan. Inspired by the idea that “menstruation is like a little red flower,” the campaign tackles the lack of menstrual care awareness among women balancing fast-paced lives or facing limited access to health education and resources.
Breaking from traditional marketing, Kotex transformed standard delivery boxes into Wellness Flower Kits, filled with tools to support women through their full menstrual cycle. Each kit includes:
1. A pocket-sized Cycle Self-Check Card (“Flower Card”)
2. A DIY Energy Bead Bracelet (“Flower Bracelet”) to help track different cycle phases
3. Little Red Flower Stickers for personal motivation
4. And cranberry probiotic pads (“Flower Pad”) with 400 million L9 probiotics to support intimate health
These kits encourage women to move beyond short-term period fixes and adopt full-cycle, everyday care. The idea is to help users understand and track their body’s natural rhythm—putting into practice the belief that periods are a barometer of hormonal health.
On Menstrual Hygiene Day, Kotex took to busy city hubs, from rush-hour subway stations to tech office campuses, teaming up with everyday users and influencers to hand out the Flower Kits in a city-wide “wellness treasure hunt.” At the same time, the brand’s official Rednote account launched a 12-episode series addressing common questions and myths—like “Can you work out during your period?” and “What’s the right way to wash your intimate area?”—all backed by science and everyday experience.
Kotex aims to change the conversation around menstruation—from stigma to strength. With this campaign, the brand continues to raise awareness, support smarter self-care habits, and strengthen its identity as a trusted name in evidence-based, accessible wellness.