Boomers' expectations behind new Depend styles

10 Mar '10

4 min read

For approximately 38 million Americans who will experience some form of incontinence this year , protection, discretion and normalcy remain of the utmost importance when selecting a product solution. , most absorbent garments are not seen as very underwear-like, and consumers have a strong desire for products that provide greater normalcy. Responding to this growing need, Kimberly-Clark Corporation announced that beginning in April 2010, it will begin offering its market-leading Depend Underwear for Men and Depend Underwear for Women products in new colors and prints.

The new offering, available in male and female-specific variety packs, will provide the same level of superior fit and protection the Depend brand is known for, but with an assortment of colors and prints along with a new finished waistband - now providing users with a more underwear-like experience to help them maintain a normal, active lifestyle.

"Our consumer's desired experience is to stay in their own underwear. Therefore, we want to make our Depend products as much like underwear as possible," said Andrew Meurer, vice president of Kimberly-Clark North American feminine and adult care brands. "The introduction of new Depend Underwear in Colors and Prints builds on our brand's commitment to our users by providing the superior protection the Depend brand is known for in a product form that is much more like underwear."

Each variety pack comes with six pairs of colored and printed underwear, ranging from solid and striped masculine patterns for men, to pastel solid and floral, feminine patterns for women. Additionally, the line debuts new packaging that is distinctly different from the traditional packaging found within the category. A transparent product window showcases the prints and colors, creating a discreet product that resembles a multi-pack of traditional underwear normally found in the intimates section.

"Our shopper insights show that men and women often experience significant anxiety and stress when shopping for these products, predominately due to the stigma that continues to exist with incontinence," added Meurer. "Our innovative new packaging looks just like a package of underwear. It is a significant step towards delivering a more underwear-like product and a more dignified shopping experience."

Providing a Fashion-Forward Solution to an Aging Population
The aging U.S. population, including the 78 million Baby Boomers who are rapidly approaching their senior years, have increasingly high expectations for the products they purchase. And as these Boomers continue to age, they are becoming progressively more susceptible to the conditions that commonly cause incontinence - including diabetes, Benign Prostatic Hyperplasia (BPH), prostate cancer, Alzheimer's, hysterectomies, neurologic diseases and other chronic conditions.

"Boomers' expectations for products they purchase are infinitely greater than those of past generations," said Mark Cammarota, Depend brand director. "This group of consumers has enjoyed products created specifically to suit their unique style and preferences. As they begin to personally engage with the Depend brand for the first time, we've responded by introducing a line of more fashionable, underwear-like products."

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