The feminine care category competed around the same functional claims, including thinness, softness, and leakage protection. Kotex needed a more meaningful source of differentiation and a clearer direction for product development and communication.
Leni Consulting translated functional needs into an Ideal Consumer Experience centered on helping consumers feel normal, comfortable, and uninterrupted. The work then connected that experience to product design, materials, packaging, sensory cues, and a phased roadmap.
The work created a differentiated strategic North Star for product development, communication, and investment priorities.
