Estimates indicate that between 25-45% of women will develop urinary incontinence during their lifetime. It can negatively impact their quality of life, cuasing feelings of anger and embarrassement, a loss of self-confidence and, in the long term, lead to avoidance of social gatherings. The iD Intime slogan, "I choose to feel feminine," is based on these insights and echoed strongly with consumers in the test panel.
"We wanted to offer a solution that makes women feel protected, confident and feminine at the same time," says Annick De Poorter, research and development and quality of the Ontex Group. "iD Intime looks and feels like normal underwear, giving women peace of mind while boosting their self-confidence. Ontex's iD Intime allows women to live their lives without worrying about urniary incontinence."
iD Intime was launched in Belgium in May 2019. It is a new range of thin absorbent underwear with optimal absorption and double anti-leak cuffs. The underwear is not only feminine and discreet, it features a trendy low waist and provides up to 10 hours of freshness thanks to its advanced odor control system.