It’s a new month, and for March, Brawny paper towels are giving their products a major facelift by removing their iconic Brawny Man logo and replacing him with a woman to celebrate Women’s History Month. This is part of the company’s #StrengthHasNoGender campaign.

According to Refinery 29, this is the second year that Brawny has run the campaign, but this is the first time that they’ve replaced the lumberjack on their packaging. For the whole month of March, the company’s eight-roll paper towel pack will feature a woman wearing the classic red and black flannel shirt and sporting bright red lipstick. The limited edition eight-roll packages can be purchased at Walmart stores across the country.

The #StrengthHasNoGender campaign was started by Georgia-Pacific, Brawny’s parent company, in an effort to applaud women who are successful in STEM fields—science, technology, engineering, and math.

According to Real Simple, Brawny is donating $75,000 to Girls Inc.’s Operation SMART programming, which aims to help develop and nurture girls’ enthusiasm for and skills in the STEM fields.

In a statement to the media outlet, Laura Knebusch, Vice President of Marketing Activation at Georgia-Pacific, explained why they chose to temporarily replace the Brawny man with a woman for the whole month of March.

“Overall, what we hope to accomplish with this campaign is to promote a conversation about what it means to be strong and resilient, and inspire women and girls everywhere to chase their dreams no matter what obstacles they may face,” said Knebusch.

Apart from the limited edition packaging, the company will also be releasing videos to celebrate women who have shattered the glass ceiling. One of the videos is called “Breaking Barriers” and pays tribute to the accomplishments of famous women which include Amelia Earhart and Serena Williams. The short video can be seen on Brawny’s official Twitter account.

While most people are happy with this new development, some are urging Brawny to feature both men and women on their packaging “all the time.”

A Twitter user commented on Brawny’s video, writing, “Women aren’t limited edition. Put men and women on your product all the time.”

For more, check out Jobs & Hire’s report on Lego’s new “Women of NASA” play set.