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Early Arrival

Premature puberty among girls poses scientific puzzle

By
11:03am, November 16, 2012

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….”

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