News Flash

Boomers' expectations behind new Depend styles

10 Mar '10

4 min read

"As we've talked to women who buy our products, they tell us that they want to feel feminine and attractive," Cammarota added. "For some women, white absorbent products simply do not deliver the normalcy of underwear that they desire. This new lineup affords women fashionable options and an opportunity to maintain confidence and experience a more normal lifestyle."

Unlike women, men often enter the category as a result of prostate health issues and are not eased into using adult incontinence products like their female counterparts. Men consider incontinence products to be unisex, bland and institutional; however, the introduction of Depend Underwear for Men with colors, prints and a finished waistband gives men the ability to maintain normalcy with a solution that looks and fits more like the regular underwear briefs they are used to wearing.

Coming in April
This April, Depend Underwear for Men and Depend Underwear for Women in Colors and Prints will begin rolling out across North America in four sizes. For women, the new offering will be available in Extra absorbency in Small/Medium and Large sizes. Male products will be available in Small/Medium or Large/Extra Large in Super Plus absorbency.

Also beginning in April, the Depend brand will roll out a comprehensive integrated marketing campaign to support the product's availability on store shelves featuring television, print and online advertising, direct mail, special coupon offers and more.

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