Iman Troye swooned media with her vocals for her new song Teman Malam, an original composed in partnership with leading sanitary pad brand, Kotex as part of its latest innovation on the Total Protection range. Singing live at the launch ceremony of the all-new Kotex Total Protection held at Sunway Velocity, the Malaysian sweetheart also revealed how the brand had a cheeky brief to position Teman Malam as a response to her popular 2020 hit Teman.
“Yes, you guessed it right! It’s a play on my previous song Teman and the Kotex Total Protection range is the answer for the faithful companionship, all night-long, that I and all women need. After all, we know the hassle of experiencing a leak and it’s even worse if our pad leaks when we are asleep. It doesn’t just affect the quality of our rest, but we will also then need to wash the sheets, scrub our clothes and that’s if our mattress and bolster aren’t stained! Our entire day will be affected and yet, we will still have to push ourselves to perform our best for the rest of the day. Hence, I believe this innovation will be a gamechanger for the period care industry as it solves a great need for us women” expressed the visibly animated Iman.
“Teman Malam is therefore dedicated to every girl who pursues her dreams while managing daily challenges, including period anxiety. I am confident everyone can relate to this song. As someone who relies on Kotex pads myself, I am particularly excited by this innovation. In fact, I already have my supply of the new Kotex Total Protection which has become my nighttime best friend which I trust for a good night’s sleep,” added Iman.
Michelle Chin, Brand Manager for Kotex Malaysia, in her launching speech divulged the secret behind the innovation. “Our consumer insights revealed that no period or back leak during the night remains the Number 1 priority for women during their period. Further, we consulted with medical experts on the importance of sleep and learned that sleep plays a crucial role in managing premenstrual syndrome (PMS) and periods because it stabilises our hormones. Hence, we knew this was something to solve for and after much research, our innovation team designed the Anti-Leak Back Cushion technology that serves a guard to curb back leaks. It is lab-tested and proven to provide up to 100% protection against back leaks.”
A live demonstration of the product’s performance was conducted on stage as a proof of the brand’s claim which elicited ooh and aah from the public.
With an innovation this groundbreaking, Michelle explained that the brand wanted a big name like Iman Troye to partner with. “As you can see, we have gone big, and we have gone bold with the new Kotex Total Protection! Besides the big innovation, we have boldly partnered with Iman Troye for our first-ever and exclusive ‘period song’. The song has a catchy beat and coupled with Iman’s great vocals, it has had me listening on repeat. More importantly, this effort is also in line with our continued measure to destigmatize periods. As a brand, we believe that an empowered woman will never be held back by her period and it starts first by being able to speak or now, sing about it openly! Further, we have this massive set up that has transformed the Sunway Velocity concourse into a Kotex Dreamland.”
The #KotexDreamland Experience
Working with Watsons Malaysia to bring to life the newly improved Kotex Total Protection via the #KotexDreamland event in Sunway Velocity from 25 to 28 July 2024, this whimsical wonderland emphasised comfort and dreamy quality sleep with Kotex. Highlights included a giant inflatable cloud slide that evoked the cozy, dreamlike sensation of a good night’s sleep without back leaks. Besides a hands-on experience with the revolutionary Anti-Leak Back Cushion technology, visitors also stand the chance to win amazing prizes.
With a purchase minimum of just RM25 worth of Kotex products at the #KotexDreamland event, customers will walk away with an exclusive free Corduroy Backpack. On top of that, from 25th July to 31st August 2024, all purchases amounting to RM25 of any Kotex products in a single receipt (purchase must include at least 1 pack of Kotex Total Protection) at the concourse or from any Watsons retail stores within Klang Valley will be entitled to the Kotex #DreamRoomMakeover contest where the lucky winner will receive a bedroom makeover by Atap & Co worth RM20,000! (Terms & Conditions Apply)
Kotex and Watsons have also teamed up to improve menstrual hygiene among underprivileged women, ensuring accessibility to sanitary pads for every woman, regardless of status. For every purchase of Kotex Total Protection made at the Kotex Dreamland, Kotex will donate a pack of Kotex pads to Women’s Aid Organization.
“We do not just claim to be fight period stigma and poverty. We take action and this donation is just one of the many examples of how Kotex is championing the rights of Malaysian women by caring for them in a direct way. In fact, we are also very proud that our collective efforts were recently recognized at the Sustainability & CSR Awards 2024 where we were crowned Company of the year (FMCG) – Best in promoting women’s health,” concluded Michelle.
The enhanced Kotex Total Protection with Anti-Leak Back Cushion is now available nationwide. For more information, visit kotex.com.my or follow Kotex on social media at www.facebook.com/KotexMalaysia and www.instagram.com/kotexmy.