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Depend, Poise unveil new women’s incontinence products

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DALLAS — Kimberly-Clark has introduced new women’s incontinence products for its Depend and Poise brands.

Depend Silhouette Active_Poise Thin ShapeThe company on Monday announced Depend Silhouette Active Fit briefs, which feature a more comfortable, contoured fit, and on Tuesday unveiled Poise Thin-Shape Pads, designed for light bladder leakage

A moderate-absorbency brief sporting a thin design for added comfort, Silhouette Active Fit briefs feature a lower rise and an underwear-like look, fit and feel. Kimberly-Clark called the product, which comes in beige and black colors, “a category first.” Silhouette Active Fit briefs’ launch also comes in the second year of Underwareness, Depend’s campaign hto help break down the stigma surrounding bladder leakage and support the millions of people who experience it.

“With the launch of new Silhouette Active Fit briefs, we want to give women who experience bladder leakage the comfort, protection and confidence they deserve, and we’re thrilled to be able to offer yet another product that helps them live a vibrant, fulfilled life,” stated Elizabeth Metz, Depend brand director at Kimberly-Clark.

The launch of Depend Silhouette Active Fit briefs and year two of Underwareness commercial program includes a robust digital presence, a top-tier presence at BlogHer 2015, television advertising, digital partnerships, product sampling and retail support, Kimberly-Clark added.

Meanwhile, the new Poise Thin-Shape pads are intended to help women manage light bladder leakage more effectively and with more confidence. Kimberly-Clark noted that many of the one in three women with light incontinence use period pads to manage the condition, only to find that it’s not an effective solution.

Poise Thin-Shape pads are up to 40% thinner than original Poise brand pads and are made specifically to absorb common small leaks triggered by daily occurrences, such as laughing, sneezing and exercising. Designed to move with a woman’s body, Poise Thin-Shape pads offer comfort and protection with Super Absorbent Material a dry touch layer, leak block sides, an Absorb-loc core that quickly locks away wetness and odor, and a Thin-Flex design for extra protection that’s three times drier than period pads, the company said.

“We encourage women to make the right choice for their LBL and experience the extraordinary difference and outstanding protection that Poise offers versus period-only pads and liners,” commented Breanna Kuhn, Poise brand manager at Kimberly-Clark.

The Poise brand is supporting the launch of Poise Thin-Shape pads with a marketing initiative and commercial program that lightheartedly encourages women with light bladder leakage to take their unused period pads and turn them into something awesome. The program also includes TV advertising, digital partnerships, product sampling and retail support.


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