Shop Talk

Retailers, consumers and prices

Depend goes upscale with new undergarments

March 9, 2010

Kimberly-Clark, which already launched separate versions of its Depend disposable underwear for incontinence for men and women, is updating the line again in April.  This time, it hopes to boost sales with pricier products for consumers who still want to wear real underwear, or at least look like they are doing so.

Depend womenDepend menThe new Depend variety packs look more like traditional underwear and are packaged more like the cotton underwear often sold in packages.  That way, perhaps shoppers who buy them — with a suggested price of $5.99 to $6.99 for a pack of six — will not feel as embarrassed, Kimberly-Clark asserts.

“Our consumer’s desired experience is to stay in their own underwear. Therefore, we want to make our Depend products as much like underwear as possible,” said Andrew Meurer, vice president of the company’s North American feminine and adult care brands.

At the same time, “men and women often experience significant anxiety and stress when shopping for these products, predominately due to the stigma that continues to exist with incontinence,” he said.

That anticipated confidence comes at a price.  The color and print versions, which have a new waistband, have a suggested price that is about 50 percent more per garment than the traditional Depend products.

The new Depend products hit stores soon after the company’s big push behind Poise pads, which included a Whoopi Goldberg commercial that aired during Sunday’s Academy Awards.

(Photos provided by Kimberly-Clark)


Perhaps they could instead focus on making products that actually work instead of making paper – thin bs.

Posted by lolzcake | Report as abusive

I’ve been disappointed in their products over the last years. always had the impression they thought they had such good market share they didn’t have to improve. I’ve seen and liked the new ads for these products online. KC has been using current young athletes in their ads with the purpose of making adult diapers more acceptable to the general public which I think is very good (and good for market share too). Even good enough for me to go out and try some of these because the ads make them look so natural under clothing.

Posted by Gerard314 | Report as abusive

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