Early Arrival

Kotex, the company that first capitalized on the concept of “feminine hygiene” more than 90 years ago, recently gained newfound success after it began targeting an underserved market: girls who start their periods before they start middle school. With hearts, swirls and sparkles, the U brand offers maxi pads and tampons for — OMG! — girls as young as 8, promoted through a neon-hued website with chatty girl-to-girl messages and breezy videos. “When I had my first period I was prepared,” reads one testimonial. “It was the summer before 4th grade….”