07.23.12
Kimberly-Clark Corporation is rolling out to US stores the Poise Feminine Wellness line, billed as a first-of-its-kind line of consumer products designed specifically with menopausal women. This new product line represents the Poise brand's expansion into the feminine wellness category in the U.S. and Canada, following the recent successful rollout of these products in parts of Latin America.
The Poise Feminine Wellness line includes five products designed to work with a woman's body during menopause: a roll-on cooloing gel, body cooling towelettes, panty fresheners, feminine wash and a personal lubricant.
"Fifty million women across North America are approaching or experiencing menopause, but until now there has been no suite of consumer products that helps them cope on a daily basis," said Rebecca Dunphey, Poise brand director at Kimberly-Clark. "The Poise Feminine Wellness line is specifically designed to help women approach this life stage with confidence. These products are a natural extension for the Poise brand, which millions of women already rely on for discrete protection from light bladder leakage."
Poise Feminine Wellness products were initially launched in Chile in 2009 and were subsequently introduced in Colombia, and helped the Poise brand increase its net sales in the region.
Jay Gottleib, VP, North American Adult & Feminine Care, expects the line to be “received by North American consumers and retail customers” based on the initial success in Latin America.
The launch of the new line will be supported by an integrated marketing program, The 2nd Talk, a whole new way to talk about menopause designed to help women approach this life stage with confidence.
"Women probably remember having a 1st talk that explained their changing bodies as they were approaching puberty," said Dunphey. "Kimberly-Clark and the Poise brand want to encourage women to have the 2nd talk as they approach menopause, to begin and normalize the conversation about this life stage. By joining the conversation, women will gain more menopause knowledge, support and solutions."