Retailers, consumers and prices
If it were up to Kimberly-Clark, women would be a lot more open about an issue few people care to discuss out loud. Care to guess what we’re talking about?
The maker of Poise undergarments has gotten Whoopi Goldberg to start a conversation about what it calls “light bladder leakage.” The condition affects one out of every three women, according to Kimberly-Clark, but few are open to discussing it.
Will humor make the subject a bit easier to broach?
If so, maybe it could lead to more sales of Poise pads, as the brand kicks off its biggest marketing effort ever. Plans include Goldberg discussing the topic on “The View” and in webisodes. By the way, Goldberg does use Poise pads on occasion, so she’s speaking from experience.
Kimberly-Clark has already seen some success in the adult undergarment market. The volume of products in that category jumped 10 percent in North America in the latest quarter, due in part to updated men’s and women’s versions of its Depend products.