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K-C launches Poise Microliners with super absorbent material



Published April 17, 2014
Related Searches: feminine care incontinence absorbent K-C
One in three women experience light bladder leakage (LBL)—common little leaks that can be triggered by simple, everyday occurrences like coughing, sneezing, laughing and even exercise. Yet many women rely on feminine care products or nothing at all to manage their LBL because they don't know there are solutions designed specifically for leaks or they just don't think incontinence products are for them.

In response Kimberly-Clark’s Poise brand continues to rollout products for the light incontinence category, helping women manage little leaks with confidence. The latest addition to the lineup is the new thin and absorbent Poise Microliners, featuring SAM (super absorbent material), which the company says helps the product stay three times drier than period liners.

"The little changes that women can begin to experience in their 30s and 40s are more common than they think," says Melissa Dennis, Poise brand manager, Kimberly-Clark. "And if a woman has light bladder leakage, it's definitely time she met SAM. With the launch of new Poise Microliners, we want women who experience little leaks to think differently about LBL protection and find the most discreet options to help keep them dry, comfortable and confident all day long."

The thinnest liners in the light incontinence category, new Poise Microliners are designed specifically for LBL to absorb wetness, neutralize odor and stay three times drier than period liners. SAM can also be found in the full line of Poise brand products.

To support the launch of new Poise Microliners, Poise brand is encouraging women to meet SAM with an unexpected marketing approach featuring print, television and online advertising, digital partnerships, product sampling and retail support designed to normalize the LBL conversation.