Kotex is encouraging women to open their lingerie drawer and demonstrate their dull period underwear to the whole world. Seems quite weird, but that’s exactly what Kimberly-Clark’s female brand is doing right now with its Kotex Project Makeunder contest, which is launched to help ladies turn their private accessories  from “drab to fab” with the tips from fashion celebrities.

Visitors to the KotexProjectMakeunder.com website are invited to upload a story of 250 words maximum, telling how they have improved their collection of panties and bras.  On September 15, the panel of judges will announce 10 semi-finalists, who will proceed to the next round and will be asked to shoot a video, telling why their lingering became so colorless and unimpressive and explaining why their special ‘period’ clothes needs to be changed for something more appealing.

The grand prize will be a makeunder from the two celebrities, comedian Kathy Griffin and George Kotsiopoulos, a Hollywood stylist. They will help the three winners to upgrade their panty drawer, and the process will be recorded and unveiled as a series of web episodes.

The aim of the campaign is to make conversation surrounding feminine care to be an honest dialogue. Kotex also wants to assure ladies that with the brand’s anti-leakage products, they don’t need dull underwear, which can be easily thrown away if stained—with Kotex their panties will always remain clean.  The concept of an open talk became the ground for the launch of the U line (a range of tampons, pads and liners in eye-catching packaging), which was unveiled earlier this year.