Supplier News Breaks Archives
Poise rolls out hourglass-shaped pads
August 18th, 2011
DALLAS – Kimberly-Clark Corp. has introduced Poise Hourglass Shape Pads, which feature a curved shape for improved fit while providing the same degree of absorbency protection.
The company said Thursday that the new Poise product is designed to meet the needs of women with light bladder leakage (LBL) who experience difficulty with the fit and performance of traditional protective pads. Women can visit poise.com/hourglass to receive a free sample of the new innovation.
Poise Hourglass Shape Pads have innovative "stand-up" leak shields that help eliminate gaps and an absorbent core that offers the strong protection, all in a narrower product, according to Kimberly-Clark. In addition, the company said the new pads have first-of-a-kind "pink lace" graphics and are packed in an attractive pouch for a feminine look and feel.
"Poise Hourglass Shape Pads bring breakthrough technology to the world of light bladder leakage," commented Jay Gottlieb, vice president of North American adult and feminine care at Kimberly-Clark. "This first-of-a-kind product is designed especially to meet the needs of women who are experiencing LBL and have difficulty with the fit of traditional protective pads. Poise Hourglass Shape Pads provide the performance women expect from the brand, and now offers a more feminine design these consumers will love."
The contoured shape of the new Poise pads curves around the legs, enhancing the fit around the natural curves of a woman's body, Kimberly-Clark said. "We are confident women will like our new Poise Hourglass Shape Pads and believe the new line extension should help accelerate sales growth in an already fast-growing category, where the Poise brand holds the No. 1 market position with a U.S. market share in excess of 60%," Gottlieb stated.
The rollout of Poise Hourglass Shape Pads will be supported by an integrated commercial program that includes print advertising, online marketing and social media, in-store communication, coupons and an aggressive consumer sampling program to spur women to try the new product.
Kimberly-Clark reported that LBL affects one in three women of all ages and life stages and that light leaks can happen by simply laughing, coughing, sneezing, lifting or exercising.