Kimberly-Clark releases Depend gender-specific absorbent underwear
DALLAS Kimberly-Clark on Monday introduced its first line of gender-specific adult absorbent underwear, the company stated.
The new male and female designs are tailored to fit the unique body shapes of men and women—offering superior fit and protection to help users suffering from incontinence enjoy a full and active life.
Debuting an exclusive, patent-pending design that looks and fits like regular underwear, new Depend Underwear for Men and Depend Underwear for Women will begin replacing the Depend unisex underwear early next year. The new line features customized leg openings contoured to better fit men and women and new positioning of the gender-specific absorbent to provide protection where men and women need it most.
“Kimberly-Clark and the Depend brand understand the emotional impact incontinence can have on those who suffer from this medical condition,” vice president of Kimberly-Clark North American Feminine and Adult Care, Andrew Meurer, said. “As the creator of the adult retail incontinence category and the market leader for more than two decades, we remain committed to delivering innovative product solutions that provide users the confidence and dignity to overcome the withdrawal and other emotionally-debilitating symptoms that can so often result from this condition, as well as help them maintain a normal and active life.”
Beginning in March, Depend Underwear for Men and Depend Underwear for Women will begin rolling out in North America in eight varieties, including small/medium, large/extra large in both extra and super-plus absorbency for women, and small/medium, large/extra large in super-plus absorbency for men.
To accompany the new line’s debut, the Depend brand will also unveil more intuitive packaging for its entire product lineup. With distinctive color coding, a new absorbency scale and a more simplified sizing structure, the new packaging will help make choosing the right product faster and easier for shoppers.
“Our consumer research has found that users and caregivers can be uncomfortable shopping for adult incontinence products,” said Mark Cammarota, Depend brand director. “Quickly finding the right product remains a vital step in living with incontinence, and with a variety of options on store shelves, our new packaging designs will offer a simpler selection experience at stores.”
Beginning in late November, a sticker began appearing on current Depend unisex underwear packages to help introduce Depend Underwear for Men and Depend Underwear for Women. To coincide with the March 2009 debut on store shelves, K-C will roll out the largest integrated marketing campaign in the history of the Depend brand—including TV, print and online advertising, direct mail, in-store trial and more.