Tena Launches Stylish Incontinence Solution at Walmart

Walmart is exclusively carrying a line of formfitting disposable underwear from Essity's Tena designed to help women experiencing bladder leakage.Designed to look like real underwear and protect against bladder leaks, urine odor and wetness, Tena Stylish incontinence underwear rolled out to Walmart stores and walmart.com in June. The underwear comes in white with a floral-like print or black, and sizes small/medium, large and extra large. The line is available in 18-, 16- and 14-count packs, depending on size, for $12.94 each. In stores, side panels plug the line’s exclusivity and position the SKUs as "just like underwear." A brand showcase within walmart.com serves to communicate the same attributes, as well as host a promotional video, sizing chart and store locator. Additionally, a page within tena.us plugs the line's arrival at the mass merchant and dangles a free trial kit comprising a sample of Tena Stylish and a $3 coupon for a future brand purchase at Walmart. A June 8 Instagram update from Tena and a display ad within walmart.com also support. "As a leader in incontinence care for more than 50 years, we're excited to bring our new Stylish product line to Walmart shoppers across the country, offering more women access to products that help keep them comfortable and protected but also help them feel confident in their daily lives," Carrie Harcus, Essity senior director marketing and sales consumer, said in a media release from Tena.According to the American Urological Association, one third of American women will experience bladder leakage at some point in their lives. Over the years, retailers and brands have increasingly been seeking to destigmatize incontinence solutions to better promote them to senior shoppers. Procter & Gamble’s Always Discreet Boutique line extension, which also aims to provide an attractive form of incontinence underwear, was heavily promoted when it launched at Walgreens in 2017. The 2015 launch of Kimberly-Clark’s Poise Impressa bladder support earned displays at retailers including Target, Rite Aid and Walgreens.

P2PI MEMBERS

JOIN P2PI

You May Also Like

Fancy Sprinkles Gives Walmart a Valentine's Day Exclusive

Target Welcomes Parade Underwear to Stores, Website