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Targeting younger consumers

BY Michael Johnsen

Adult incontinence market leader Kimberly Clark continues to innovate with the recent launch of the thin and absorbent Poise Microliners, featuring super absorbent material (SAM). “The little changes that women can begin to experience in their 30s and 40s are more common than they think,” said Melissa Dennis, Poise brand manager at Kimberly-Clark. “And if a woman has light bladder-leakage, it’s definitely time she met SAM.” Poise Microliners is positioned as the thinnest liners in the light-incontinence category.

(For the complete category review, including data, click here.)

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Self-care solutions for OAB

BY Michael Johnsen

Merck Consumer Care’s Oxytrol for Women brings women with overactive bladder concerns to the self-care aisle for the first time. And this is good, because, on average, women who suffer from OAB wait more than three years before seeking care. With an OTC solution available, more women probably will address their condition sooner. With 20 million OAB sufferers, sales of Oxytrol are projected to reach as high as $50 million.

(For the complete category review, including data, click here.)

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Incontinence aisle abuzz with new, old options

BY Michael Johnsen

Adult incontinence and urinary bladder control represent one of the more lucrative categories in OTC, but it’s not necessarily the most talked-about category. That is, until Merck crashed the scene with its category-creating Rx-to-OTC switch Oxytrol for Women. It is the first and only over-the-counter option that treats overactive bladder symptoms — urinary incontinence, urgency and frequency — which can take a physical and emotional toll on women.

(For the complete category review, including data, click here.)

Another factor that has the category abuzz is the rumored return of Procter & Gamble to incontinence aisles. “It is strongly rumored that Proctor & Gamble will re-enter the disposable incontinence category, a category they helped create in 1978 along with Kimberly-Clark (Depend and Poise). Their brand was Attends,” wrote industry insider and blogger Tom Wilson, suggesting that P&G will back the re-entry with a $150 million advertising campaign. “They’re also telling trade customers that the launch will be a sustained three-year commitment.” According to the report, P&G may introduce the new line — Always Discreet — in time for Total Store Expo.

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