Tara Olivo, Associate Editor11.02.18
While going after the younger “tween” consumer has always been a major focus of feminine hygiene producers, brands have recently developed strategies aimed at attracting the attention of women of all ages—not just from their first period, but also through pregnancy (or the prevention of it) to stages later in life. Today, these brands are offering products for more than just period care.
“[Brands are] looking to the incontinence market and more specifically, the areas of overlap between the use of products for menstruation and light bladder leakage. The incidence of light bladder leakage is growing among pre-menopausal women (obesity is a contributor),” says Jamie Rosenberg, global personal care analyst at global market research provider Mintel.
Procter & Gamble’s Always brand has been linking feminine care with light incontinence since the 2014 launch of Always Discreet, a line of light incontinence products.
“P&G’s Always Discreet is the most visible effort to grow a single brand across both of these needs and CVS
“[Brands are] looking to the incontinence market and more specifically, the areas of overlap between the use of products for menstruation and light bladder leakage. The incidence of light bladder leakage is growing among pre-menopausal women (obesity is a contributor),” says Jamie Rosenberg, global personal care analyst at global market research provider Mintel.
Procter & Gamble’s Always brand has been linking feminine care with light incontinence since the 2014 launch of Always Discreet, a line of light incontinence products.
“P&G’s Always Discreet is the most visible effort to grow a single brand across both of these needs and CVS
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