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DALLAS — Kimberly-Clark on Thursday launched the Poise Hourglass Shape pads, a premium line extension, offering a curved shape that improves fit.
The new Poise product is especially designed to meet the needs of women with light bladder leakage who experience difficulty with the fit and performance of traditional protective pads. The new Poise Hourglass Shape pads have innovative "stand-up" leak shields that help eliminate gaps and an absorbent core that offers the excellent protection the Poise brand is known for, all in a narrower product. In addition, Poise Hourglass Shape 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," stated Jay Gottlieb, VP North American adult and feminine care for 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 offer a more feminine design these consumers will love." The contoured shape of the new Poise innovation curves around the legs, enhancing the fit around the natural curves of a woman's body. In K-C consumer research and testing, 83% of women who tried the product said they would buy it.
The introduction of Poise Hourglass Shape pads will be supported by a multimillion-dollar integrated commercial program that includes print advertising, online marketing and social media, in-store communication, coupons and an aggressive consumer sampling program to encourage women to trial the new product.