Home / Knowledge / News / Apparel/Garments / Boomers' expectations behind new Depend styles
Boomers' expectations behind new Depend styles
10
Mar '10
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."


Must ReadView All

Textiles | On 20th Sep 2017

India needs to double cotton farmers’ income: top official

India needs to double the income of cotton farmers and non-farmers...

Textiles | On 20th Sep 2017

Pakistan seeks more JVs with China: textile minister

The Pakistani Government wants to forge more joint ventures (JVs)...

Apparel/Garments | On 20th Sep 2017

Egypt’s garment exports touch $941 million in 8 months

Egypt's garment exports touched $941 million in the first eight...

Interviews View All

Sanjay Desai & Ashish Mulani
True Colors

Digital textile printing will be the technology of the future

Amardeep Singh
Orient Craft

'In export markets, the trend in terms of embroidery, is towards matte...

Mukesh Agarwal & Rajesh Agarwal
Madhuram Fincap Pvt Ltd

Increasing prices and lack of demand main issues facing industry

Johan Berlin
InvestKonsult Sweden AB

Investkonsult Sweden AB has been buying and selling second-hand textile...

Lynda Kelly
Suominen Corporation

Suominen Corporation is a manufacturer of nonwovens as roll goods for...

Marten Alkhagen
Swerea IVF AB

Marten Alkhagen, Senior Scientist - Nonwoven and Technical Textiles of...

Tony Ward
Tony Ward

"You have to truly understand what your client wants, know her needs, what ...

Sonam & Paras Modi
SVA

Sonam and Paras Modi's Sva Couture is synonymous with head-turning...

Yash P. Kotak
Bombay Hemp Company

One of the directors of Bombay Hemp Company, Yash P. Kotak, speaks to...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

September 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Planning to Take the Leap towards
Sustainability?

Do you see sustainability as a route to business growth?

Yes No

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes No

Active Poll

Do you see sustainability as a route to business growth?

Yes
74.5%
No
12.8%
Skip
12.8%

Total Votes: 47

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes No

Active Poll

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes
61.7%
No
25.5%
Skip
12.8%

Total Votes: 47

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes No

Active Poll

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes
87.2%
No
6.4%
Skip
6.4%

Total Votes: 47

Thanks for your valuable feedback. Claim your free latest sustainability e-book.

Active Poll

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes
70.2%
No
10.6%
Skip
19.1%

Total Votes: 47


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search