P&G re-enters incontinence market with new Always Discreet line of products

CINCINNATI — Procter & Gamble on Wednesday re-entered the incontinence market under its Always banner with the new Always Discreet line of products. 

 

According to P&G, the new Always Discreet’s liners, pads and underwear are designed to offer comfort, protection and discretion, in a flattering feminine design, that absorbs leaks and odors. Always Discreet pads are up to 40% thinner than the leading brand and absorb twice as much fluid as women may need, based on the average consumer usage of incontinence products, P&G reported. 

 

Actress and author Marilu Henner has partnered with Always Discreet to encourage women to talk about their sensitive bladders.

 

“I’m a girl who’s not afraid to talk about anything,” Henner said. “So when I heard that 33 percent of women have a sensitive bladder and that it keeps many of them from doing what they love, like exercising, traveling, or even having sex, I wanted to get this topic out in the open. Women shouldn’t feel self-conscious, isolated or alone. They should be open about it with their doctors, family and friends, and not let it hold them back. With the right protection and support, managing leaks can absolutely be no big deal.”

 

Consumer research shows that managing bladder leaks can have a major impact on women’s personal relationships, physical activity, self-confidence and overall outlook. As many as 30% of women say their sensitive bladder impacts their relationship with their partner, and one in four admits it influences their sex life, according to an Always Discreet global survey recently published in the British Journal of Urology online. Having a sensitive bladder also limits almost one in three women’s ability to visit their friends, and over a third of women say the threat of bladder leaks affects their ability to travel.

 

Women also say having a sensitive bladder affects their daily activities. Thirty percent of women are careful about how much liquid they drink, and 62% report their sensitive bladder impacts their sleep. Eight-in-10 women with sensitive bladders experience a little leak when they cough or sneeze, and more than half (69%) worry they might smell.

 

“Always Discreet products have undergone extensive consumer testing and are specifically designed to provide the things that matter most to women with sensitive bladders, including odor neutralization protection and discretion," stated Chandrika Kasturi, Always Discreet product research director. “Our advanced OdorLock technology traps odors instantly and for hours, and our innovative Advanced Core Technology absorbs fluids to the core and locks it away, offering incredible dryness protection.”

 

P&G had been rumored it was preparing to re-enter the incontinence market since July to be supported by a $150 million ad campaign.