As a leading manufacturer and supplier of store brand feminine care and incontinence products, First Quality has focused on driving growing enthusiasm for store brand products by developing the Dri-Fit innovation, which drives break-through innovation not just for store brands, but the broader category. In fact, according to a report by Mintel, 97% of shoppers age 18-36 say they're likely to buy a store brand, and 42% agree store brand products are more innovative than name brand ones.
"While millennials are leading the demand for store brand products, we've also seen a growing interest across older demographics and want to help consumers of all generations feel more natural when experiencing periods or incontinence," says First Quality. "As an industry leader in the manufacturing and supply of store brand feminine care and incontinence products, we want products featuring the Dri-Fit logo to be known as innovative, accessible, and affordable options for consumers."
To further educate consumers about Dri-Fit innovation, First Quality announced this week the launch of its first ever national campaign for Dri-Fit, highlighting that the Dri-Fit technology found within Prevail and store brand feminine care and incontinence products helps consumers "Feel More Natural." The brand's new website provides insight into the science behind Dri-Fit innovations, featuring a detailed illustration and instructional video of Dri-Fit innovations, as well as statistics related to Dri-Fit performance. The campaign aims to educate consumers about the unique blend of natural and synthetic fibers found within products with the Dri-Fit logo and help increase knowledge related to managing consumers' microclimate.
Dri-Fit innovations help promote skin health and reduce skin discomfort through a combination of cotton-enhanced fibers, delivering five times drier protective underwear products and locking in 20% more wetness in bladder control pad products. Incontinence and feminine care products incorporating this technology are made with a unique blend of cotton and synthetic fibers to hold moisture in while making sure consumers still feel dry. With a strong, absorbent core that can absorb thirty times its weight in both sanitary and incontinence pads, as well as protective underwear, Dri-Fit products work to prevent leakage and help maintain skin health through dryness.
Feminine care and incontinence products incorporating the Dri-Fit system span protective underwear, bladder control pads/liners, ultrathin maxi pads, thick maxi pads, and panty-liners, and can be found at all major food, drug, mass, dollar, e-commerce and club chains. Consumers can look for the Dri-Fit logo to easily differentiate which products contain this technology.