SCA Launches Lifestyle Portfolio for Women

SCA, Philadelphia, Pa., USA, has introduced a new product portfolio making it easy for women to identify the best product for their needs based on their everyday activities. The new TENA lifestyle portfolio features new brand packaging and personal care pantiliners, pads, and underwear to fit the way women live. It offers ultra-thin protection from the unexpected leak in the following categories–Stylish, Active, and Anywhere. The products were selected and designed to offer high quality global incontinence care to women in North America, while making it easy for them to identify the best product for their needs based on their everyday activities.

"At SCA, we've spent years studying the needs of women in all stages of life who are experiencing light bladder leakage or what we refer to as the unexpected leak," said Robert W. Wilson, VP of consumer sales for SCA's Personal Care, North America. "One of our key findings was that the technological language used on incontinence product packaging, such as absorbency, is not as differentiating for consumers as it once was. Consumers are seeking a more intuitive approach to finding the products that will work for the occasions they face throughout the day."

Lizelle Valdecanas, brand director TENA, Personal Care-North America, noted that "TENA is innovating the way we talk to women who experience the unexpected leak. Through our new lifestyle portfolio and advertising campaign, we're helping to give women dealing with issues around incontinence the opportunity to live with a greater peace of mind and we're very proud of this."

The lifestyle portfolio, which includes two pantiliners and four pads that consumers can mix and match to suit their needs, consists of:

Stylish pads that offer a sleek cotton design to provide protection without detection – whether sporting favorite jeans or a little black dress
Active liners and pads that are created with an unsurpassed level of protection no matter what a consumer is doing. Its flexible cotton design is meant to move with the body–whether they're twisting to the tango or sprinting to a meeting
Anywhere pads are created for day-to-day life; the soft cotton design fits any body and any lifestyle, whether stuck in traffic or stuck at the office.

"Over half of women experiencing the unexpected leak are not using proper protection, relying on feminine care rather than incontinence care products," said Wilson. "By creating the lifestyle portfolio, we are giving women a sense of liberation because TENA lifestyle products not only fit their lifestyles but also their unique needs. And once they give TENA personal care products a try, they love them.

More information is available online.

TAPPI
http://www.tappi.org/