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K-C introduces Poise Hourglass Shape Pads



Published August 19, 2011
Related Searches: Product Improvement / Innovation feminine care K-C absorbent
The contoured shape of a woman's body is the inspiration for the latest Poise brand product product. Introduced by Kimberly-Clark Corporation, the new Poise Hourglass Shape Pads is a premium line extension, offering a curved shape that improves fit while providing the same protection consumers expect from the Poise brand.

The Poise Hourglass Shape Pad is especially designed to meet the needs of women with light bladder leakage (LBL) who experience difficulty with the fit and performance of traditional protective pads. The pads have "stand-up" leak shields that help eliminate gaps, an absorbent core that offers the excellent protection the Poise brand is known for, all in a narrower product. In addition, Poise Hourglass Shape Pads have first-of-a-kind "pink lace" graphics and are packed in an attractive pouch, for a feminine look and feel.

"Poise Hourglass Shape Pads bring breakthrough technology to the world of light bladder leakage," says Jay Gottlieb, vice president, North American Adult & Feminine Care for Kimberly-Clark. "This first-of-a-kind product is designed especially to meet the needs of women who are experiencing LBL and have difficulty with the fit of traditional protective pads. Poise Hourglass Shape Pads provide the performance women expect from the brand, and now offers a more feminine design these consumers will love."

The unique contoured shape of the new Poise innovation curves around the legs, enhancing the fit around the natural curves of a woman's body. According to Gottlieb, the new product line fits so well, that women only have to try it once to believe it. In K-C consumer research and testing, 83 percent of women who tried the product said they would buy it.

"We are confident women will like our new Poise Hourglass Shape Pads, and believe the new line extension should help accelerate sales growth in an already fast growing category, where the Poise brand holds the No. 1 market position with a U.S. market share in excess of 60 percent," Gottlieb says.

The introduction of Poise Hourglass Shape Pads will be supported by a multi-million dollar integrated commercial program that includes print advertising, online marketing and social media, in-store communication, coupons and an aggressive consumer sampling program to encourage women to trial the new product. Poise Hourglass Shape Pads is now available nationwide at most major retail outlets throughout North America.