Ontex Group's iD Intime is Voted Product of the Year

29 Feb '20

2 min read

Pic: Ontex Group

ID Intime, an absorbent underwear range for women from Ontex Group, has been selected as the `Voted Product of the Year 2020’ in the incontinence category in Belgium. ‘Voted Product of the Year’ is awarded based on online voting and quality tests by Belgian consumers. The consumer panel chose iD Intime due to qualities such as safety, comfort and femininity.

Estimates indicate that between 25 and 45 per cent of women will develop urinary incontinence during their lifetime. It can negatively impact their quality of life, causing feelings of anger and embarrassment, a loss of self-confidence and, in the long-term, avoiding social gatherings. The iD Intime slogan “I Choose to Feel Feminine” is based on these insights and echoed strongly with consumers in the test panel.

The consumer panel chose iD Intime as their winner over other incontinence products thanks to its combination of safety and comfort, with discretion and femininity.

Annick De Poorter, R and D, executive VP R and D and Quality of the Ontex Group, said: “We wanted to offer a solution that makes women feel protected, confident and feminine at the same time. iD Intime looks and feels like normal underwear, giving women peace of mind while boosting their self-confidence.” Ontex’s iD Intime allows women to live their lives without worrying about urinary incontinence.

Belgian consumers elected iD Intime ‘Voted Product of the Year’ in the incontinence product category. The products in the running were first rated online by consumers on four different criteria: awareness, attractiveness, perceived innovation and intention to buy. Then, a comparative quality test was conducted by the consumer panel. For the third year in a row, the consumer panel has selected an Ontex product as Product of the Year.

“Winning Voted Product of the Year for iD Intime not only rewards our research to find a tailored solution for women but also motivates us to keep innovating in order to develop high quality solutions that meet our consumers’ needs,” said Xavier Lambrecht, president of Ontex’s Healthcare Division.

iD Intime was launched on the Belgian market in May 2019. It’s a new range of thin absorbent underwear with optimal absorption and double anti-leak cuffs. The underwear is not only very feminine and discreet, but also has a trendy low waist and provides up to 10 hours of freshness thanks to its advanced odour control system.

Fibre2Fashion News Desk (SV)

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