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GoodNites Sleep Boxers for boys & Shorts for girls by Kimberly-Clark
11 Sep '07
3 min read
Kimberly-Clark Corporation announced the North American launch of GoodNites Sleep Boxers and Sleep Shorts, the first absorbent underpants that look and feel like boxer-style underwear.
Based on insights gained from moms and children, Kimberly-Clark designed the GoodNites Sleep Boxers for boys and Sleep Shorts for girls to match today's popular boxer-style underwear and to offer an odor control feature for added discretion.
Together, these attributes help lessen the anxiety and frustration felt by parents and children coping with the issue of bedwetting by providing a feeling of normalcy and self-confidence to those children.
"Bedwetting is a condition that many children ages 5 to 12 experience, but will eventually outgrow with patience and time. However, this sensitive issue can affect a child's self-esteem and ability to relax at bedtime," said Bob Thibault, President of Kimberly-Clark's North American Personal Care products.
"The new GoodNites Sleep Boxers and Sleep Shorts offers trusted nighttime protection and look more like everyday underwear, helping children feel more comfortable as they deal with bedwetting."
Since inventing the absorbent underpants category in 1994 with the GoodNites brand, K-C has continued to grow the category through innovations. In 2004, the company introduced the first and only gender-specific absorbent underpants that feature more underwear-like graphics and styles, and custom protection for boys and girls. Within the first year of being introduced to market, these innovations helped produce double-digit gains in the category.
Based on insights gained from moms and children, Kimberly-Clark designed the GoodNites Sleep Boxers for boys and Sleep Shorts for girls to match today's popular boxer-style underwear and to offer an odor control feature for added discretion.
Together, these attributes help lessen the anxiety and frustration felt by parents and children coping with the issue of bedwetting by providing a feeling of normalcy and self-confidence to those children.
"Bedwetting is a condition that many children ages 5 to 12 experience, but will eventually outgrow with patience and time. However, this sensitive issue can affect a child's self-esteem and ability to relax at bedtime," said Bob Thibault, President of Kimberly-Clark's North American Personal Care products.
"The new GoodNites Sleep Boxers and Sleep Shorts offers trusted nighttime protection and look more like everyday underwear, helping children feel more comfortable as they deal with bedwetting."
Since inventing the absorbent underpants category in 1994 with the GoodNites brand, K-C has continued to grow the category through innovations. In 2004, the company introduced the first and only gender-specific absorbent underpants that feature more underwear-like graphics and styles, and custom protection for boys and girls. Within the first year of being introduced to market, these innovations helped produce double-digit gains in the category.
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