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DEPEND® Products Get a Facelift
New Packages Designed to Simplify Selection Process
By Lyn Mettler
Managing incontinence can be an overwhelming process, from locating the nearest restroom to selecting an absorbent product. Brief or liner, regular or extra absorbent – the choices can be confusing and may even be embarrassing, particularly if you had hoped to get in and out of the store aisle with your purchase quickly.
The folks at DEPEND® absorbent products heard these concerns from customers and redesigned their packages to make finding the right package easy. The products inside the package are still the same, but the new graphics outside help identify the products easily and describe them accurately.
Beginning this month, you'll see new names for some of the DEPEND® products on store shelves. DEPEND® Undergarments are now DEPEND® Belted Shields; DEPEND® Refastenable Underwear is now DEPEND® Adjustable Underwear; and DEPEND BOOST® Liners are now DEPEND® Inserts.
Why the name changes? "There has always been a lot of confusion in this category, and products were often called by multiple names," says Rachel Pope, a marketing research analyst for Kimberly-Clark Corporation, maker of DEPEND® products. "We spoke with many, many consumers in the development of these names, and we're confident consumers are going to see these new names as more accurate reflections of the products."
For example, according to Marcus Jones, associate product manager for Kimberly-Clark Corporation, focus groups felt that the phrase "adjustable underwear" explained both the adjustable and refastenable features of the newly-named DEPEND® Adjustable Underwear, whereas the phrase "refastenable underwear" only communicated the refastenable feature. "By refining the name, DEPEND® absorbent products are better aligned with consumer needs," he says.
We all know it's no fun standing in the front of the shelf trying to decide which product to buy, so DEPEND® has also added several new features designed to help you quickly locate the product you need.
To start, the company added a product selection guide to the back of each package. "The guide provides a single place where consumers can compare and contrast the features and benefits of all DEPEND® brand absorbent products," says Jones. The product selection guide lists each product, a brief description, the sizes available, the gender it is designed for and the absorbency level.
