Home / Knowledge / News / Apparel/Garments / TENA debuts new niche innerwear in adult incontinence
TENA debuts new niche innerwear in adult incontinence
06
May '11
As from April Svenska Cellulosa Aktiebolaget SCA TENA brand will launch one of its most important innovations as of yet – the gender specific pant. TENA will then pave way for an entirely new niche in the Adult Incontinence Care Market, Protective Underwear, which will make life a lot easier for its consumers.

“It is a totally new approach to the category. We will be first in Europe to introduce this concept to the market”, says Katrin Rosenbichler, European marketing manager at SCA. “The launch of new gender-specific TENA Protective Underwear will clearly differentiate us from our competitors.”

More like a piece of underwear

The product is more like a piece of underwear than a diaper. It has a design print, it is less bulky with a new, soft material and products are made to fit the different body shapes of women versus men. The barrier to use this kind of incontinence product has decreased.

Women who need more protection but that are using pads today are more likely to start using the new Protective Underwear than traditional pants. New protective Underwear has proven to be able to change women's perception of the pants category and there will be pants resembling men's underwear that will make it more natural for men to use them instead of women's purpose made pads.

Biggest innovation for incontinence pants

“We did studies, focus groups and one-to-one interviews across Europe in order to test different ideas”, says Katrin who is expecting a successful launch as from March this year. In several major markets the new TENA offer will be in the store shelves, like France, UK, Germany and Greece.

Svenska Cellulosa Aktiebolaget - SCA

Must ReadView All

Courtesy: American Apparel

Apparel/Garments | On 25th Feb 2017

Gildan to make some American Apparel products outside US

Gildan Activewear, which recently acquired US fashion brand American...

Courtesy: Kolon Sport

Apparel/Garments | On 25th Feb 2017

Kolon Sport to set up JV with ANTA for Chinese market

Kolon Sport, an outdoor gear and clothing brand of Korea based Kolon...

Designer Karishma Jumani with Niraj Jawanjal, founder and director of IIFW. Courtesy: IIFW

Textiles | On 25th Feb 2017

IIFW to bring together premium lingerie brands

India Intimate fashion Week (IIFW), dedicated to showcasing the...

Interviews View All

Abhishek Samdaria
Reflete

GST will certainly reduce a lot of paperwork in future

Sanjay Desai & Ashish Mulani
True Colors

Digital textile printing will be the technology of the future

Anavila Misra
Anavila Collection

Fashion shows are also encouraging and highlighting sustainable fashion

Silke Brand-Kirsch
Schlegel und Partner

Silke Brand-Kirsch, executive partner of Schlegel und Partner, a leading...

Mohammad Hassan
Biax Fiberfilm

About one in every 20 patients picks up an infection while hospitalised....

Marcel Alberts
Eurofibers

Coating at a fibre level is a practice not usually seen in the...

Jay Ramrakhiani
Occasions Elegance Wear

It is believed that by early 19th century, Varanasi weavers had moved away ...

Tony Ward
Tony Ward

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

Robert Brunner
Devereux

Golfwear and menswear brand Devereux is set for greener pastures. Robert...

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
February 2017

February 2017

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

SUBSCRIBE


Browse Our Archives

GO


eNEWS
Insights
Subscribe today and get the latest News update in your mail box.
Advanced Search