News Flash

GoodNites Sleep Boxers for boys & Shorts for girls by Kimberly-Clark

11 Sep '07

3 min read

Today, the GoodNites brand holds a nearly 90 percent share of the U.S. market according to AC Nielsen measured outlet data. K-C expects it will continue to generate growth by offering families a choice in product styles and by attracting greater numbers of non-users of absorbent underpants products with the new boxer-style underwear.

Initial response to the new GoodNites Sleep Boxers and Sleep Shorts has been very positive, with strong interest and support from consumers and retail customers as well as having recently earned the Good Housekeeping Seal.

"K-C makes it a priority to understand the lifestyles of our consumers in order to bring solutions to their everyday lives," said Bruce Paynter, President of North Atlantic Personal Care for K-C.

"Moms have told us they welcome a product that not only enhances their child's self-confidence at bedtime, but also reduces the parental stress associated with bedwetting. Children have said they like the product because it looks like their daytime underwear, so they are more likely to wear it.

"Our retail customers recognize the Sleep Boxers and Sleep Shorts as a great innovation and are making space on their shelves for the new products," added Paynter.

Launching First-of-a-Kind Innovation in European Markets:
As part of translating key insights into global solutions, K-C introduced the absorbent boxer-style underwear for children under the DryNites brand in July in the U.K. The company plans to expand availability of the product elsewhere in Europe over the next year.

Click here to view more:

Kimberly-Clark Corporation

More Kimberly-Clark Corporation News... More Fashion News - United States Of America...