Supplier News Breaks Archives
Tampax, Always brands team up for new feminine care line
May 7th, 2012
CINCINNATI – Procter & Gamble Co.'s Tampax and Always feminine care brands have joined together to launch the Radiant Collection, a new line of feminine protection products.
P&G said Monday that the stylish collection, which sports designer packaging and wrappers, includes a full offering of premium tampons, pads, liners and wipes to meet all of a woman's feminine care needs and "complement any girl's unique style."
The introduction marks P&G Fem Care's first cross-category product initiative, as well as its biggest, the company noted. In addition, the launch is the first time that P&G Fem Care is using real girls in its advertising. The campaign will feature stylish and talented girls like a street artist, a yarn bomber and a self-proclaimed "balloonatic."
The Radiant Collection includes Tampax tampons, Always Infinity pads, Always Incredibly Thin Liners and Always Radiant Wipes-to-Go.
Tampax Radiant tampons feature a "revolutionary" resealable wrapper for discreet, worry-free disposal plus the new CleanGrip applicator for comfortable insertion, P&G said. Also, Always Radiant Infinity pads bring a unique technology that conforms to each individual shape to deliver premium protection, while Always Radiant Incredibly Thin Liners — which the company said are the thinnest and most flexible protection from Always — have flexible edges that fit any panty style.
To help find the "ultimate collection of standout girls," Radiant is partnering with the popular entertainment news blog PopSugar, which will feature the line in its contest urging girls to share what makes them stand out: their style, talents, smarts and interests. Radiant girls can upload photos to the Tampax page on Facebook and describe their passion for the chance to star in a PopSugar video and receive $5,000 to help them stand out.
"The Radiant Collection was designed with girls' unique style and feminine care needs in mind," commented Gaby Tartaret of Tampax Marketing. "Combining a stylish new look with a full lineup of premium products women have grown to trust from Tampax and Always, the Radiant Collection stands out among competing feminine care brands."