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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


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