Targeting younger consumers

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.)