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Today, most absorbent garments are not seen as very underwear-like, and consumers have a strong desire for products that provide greater normalcy. Responding to this growing need, Kimberly-Clark Corporation is introducing in April its market-leading Depend Underwear for Men and Depend Underwear for Women products in new colors and prints.
The new offering, available in male- and female-specific variety packs, will provide the same level of superior fit and protection the Depend brand is known for, but with an assortment of colors and prints along with a new finished waistband—now providing users with a more underwear-like experience to help them maintain a normal, active lifestyle.
“Our consumer’s desired experience is to stay in their own underwear,” says Andrew Meurer, v.p. of Kimberly-Clark North American feminine and adult care brands. “Therefore, we want to make our Depend products as much like underwear as possible,” Each variety pack comes with six pairs of colored and printed underwear, ranging from solid and striped masculine patterns for men, to pastel solid and floral, feminine patterns for women. Additionally, the line debuts new packaging that is distinctly different from the traditional packaging found within the category. A transparent product window showcases the prints and colors, creating a discreet product that resembles a multi-pack of traditional underwear normally found in the intimates section.
“Our shopper insights show that men and women often experience significant anxiety and stress when shopping for these products, predominately due to the stigma that continues to exist with incontinence,” adds Meurer. “Our innovative new packaging looks just like a package of underwear. It is a significant step towards delivering a more underwear-like product and a more dignified shopping experience.”
The aging U.S. population, including the 78 million Baby Boomers who are rapidly approaching their senior years, have increasingly high expectations for the products they purchase. “Boomers’ expectations for products they purchase are infinitely greater than those of past generations,” says Mark Cammarota, Depend brand director. “This group of consumers has enjoyed products created specifically to suit their unique style and preferences.”
Cammarota also notes differences in women’s and men’s expectations. “As we’ve talked to women who buy our products, they tell us that they want to feel feminine and attractive,” he adds. “Unlike women, men often enter the category as a result of prostate health issues and are not eased into using adult incontinence products like their female counterparts. Men consider incontinence products to be unisex, bland, and institutional. The introduction of Depend Underwear for Men with colors, prints and a finished waistband gives men the ability to maintain normalcy with a solution that looks and fits more like the regular underwear briefs they are used to wearing.” For more, visit www.Depend.com or www.kimberly-clark.com.
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