Supplier News Breaks Archives
Poise debuts its thinnest liners yet
April 16th, 2014
DALLAS – Kimberly-Clark's Poise brand has rolled out Poise Microliners, which the company describes as the thinnest liners in the light incontinence category.
Featuring SAM (Super Absorbent Material), Poise Microliners are designed specifically for light bladder leakage (LBL) to absorb wetness, neutralize odor and stay three times drier than period liners, the company said Wednesday.
SAM can also be found in the full line of Poise brand products that millions of women trust for LBL protection, Kimberly-Clark added.
"The little changes that women can begin to experience in their 30s and 40s are more common than they think," stated Melissa Dennis, Poise brand manager at Kimberly-Clark. "And if a woman has light bladder leakage, it's definitely time she met SAM (Super Absorbent Material). With the launch of new Poise Microliners, we want women who experience little leaks to think differently about LBL protection and find the most discreet options to help keep them dry, comfortable and confident all day long."
To support the launch of Poise Microliners, the brand is urging women to "meet SAM" in a multimedia marketing campaign featuring print, television and online advertising, as well as digital partnerships, product sampling and retail support designed to "normalize the LBL conversation," Kimberly-Clark said.