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

Apparel/Garments | On 25th Jun 2017

Half of 7,000 new apparel online each day target women

Adobe has released its first Digital Price Index for apparels,...

Textiles | On 25th Jun 2017

First Insight, Chico's FAS enter partnership

First Insight, a technology company transforming how retailers make...

Apparel/Garments | On 25th Jun 2017

Expand changing use of social and web resources

With over 400 million impressions to date and web traffic of over two ...

Interviews View All

Victor Chao
Esmetex

‘In future, clothing boundary lines will become increasingly blurred.’

Nitin Soni
Dolphin Jingwei Machines

Taxation policies need to be made simpler

Yash Maniyar
Rekha Maniyar

Indian fashion market is growing at a staggering rate

Marten Alkhagen
Swerea IVF AB

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

Ashok Desai
Bombay Textile Research Association

Bombay Textile Research Association (BTRA) is a leading name in textile...

Johan Berlin
InvestKonsult Sweden AB

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

Yash P. Kotak
Bombay Hemp Company

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

Sonam & Paras Modi
SVA

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

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

news category


Related Categories:
June 2017

June 2017

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

SUBSCRIBE


Browse Our Archives

GO


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