Always Discreet launches Boutique bladder leak underwear

CINCINATTI — Procter & Gamble’s Always Discreet is introducing a fashionable bladder leak protection option for shoppers. The brand on Tuesday launched Always Discreet Boutique, which it said has the look, feel and fit of real underwear — delivering for the 71% of women in an online study it conducted who said they’d keep their bladder leak underwear with the rest of their underwear if it was pretty.

“For years, we have heard the frustration from women who have had to make a tradeoff between bladder leak protection or feminine underwear that makes them feel beautiful and confident,” P&G’s Always Discreet associate brand director, Deborah Brundage, said. “We are introducing Always Discreet Boutique underwear with the feminine look and fit of real underwear and the amazing protection they need, because we believe the sexiest thing a woman can wear is confidence.”

The product is made with a soft fabric and comes in a rosé color with lace prints in a floral pattern. It contains an absorbent core with Always’ RapidDry technology and OdorLock technology that neutralizes odors quickly and over time. The product’s packaging features photos of real women wearing the underwear alongside a matching bra to give shoppers an idea of how it looks in a real-life scenario, the company said.

Always Discreet Boutique is available at retailers nationwide and carries a suggested retail price of $11.99 per 12-pack.