Kimberly-Clark’s Poise brand has introduced Active Microliners and Ultrathins pads, specifically designed for use during exercise.
As physical activity is a leading trigger for light bladder leakage (LBL), many Australian women reduce the amount of exercise they do to avoid leakage occurring. To combat this, Kimberly-Clark has designed the Poise Active range with exercise driven women as its focus.
The new Poise Active products include a wider attachment adhesive for stay in place protection, combined with Absorb-loc granules that lock away wetness and help prevent odour. The new range is also up to three times more absorbent than period only products.
Offering further discreet protection are new Poise Active Microliners, Kimberley-Clark’s thinnest product available.
Burcak Sezer, adult and aged care marketing manager at Kimberly-Clark said that from speaking to hundreds of women, the brand found that while they want to be active and live healthy lifestyles, many feel the need to limit their physical activity due to LBL.
“At Poise, we want to make sure women feel comfortable living the life they want to live, and that LBL doesn’t need to change what they do,” said Sezer.
After speaking with consumers, more than 70 per cent said they would be ‘very interested’ in purchasing products in the new Poise Active range.
The new range will be supported with a new television commercial, digital marketing, on going sampling and instore displays.
The Poise Active range will be available on shelves in selected Woolworths, Coles, pharmacies, and independent stores.
