Feminine absorbent 'poise panty' introduced by K-C

30 Aug '05

4 min read

Additionally, Lehman says the launch of Poise Panty further extends the reach of the Poise brand, which is all about helping maturing women participate fully and confidently in life.

"The new Poise Panty is another example of an innovative solution K-C has brought to customers, shoppers and users. This feminine product should help grow the North American adult care category by satisfying the unmet needs of women who experience light to moderate bladder weakness and are not satisfied with products they currently use," said Lehman.

Leveraging Consumer Insights to Deliver Innovation
"In consumer research and testing of the new Poise Panty, approximately 70 percent of women who experience bladder weakness said they would use the product. Based on this finding, Poise Panty should appeal to both women who are not satisfied with their current pad and women who are looking for a more feminine absorbent underwear product," concluded Lehman.

The new Poise Panty will be available at most major retail outlets throughout North America beginning in August. Consumers will be able to find Poise Panty in the Health and Beauty section of most stores, along with other Poise brand products.

The product launch is being supported by a $10 million-plus advertising, public relations and promotional campaign. This integrated campaign illustrates how Poise Panty helps maturing women with light to moderate bladder control problems by absorbing wetness and odor, and eliminating the anxiety most women feel about this condition.

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