Brand Enters New Category With Innovative Products for Women
TORONTO, July 16, 2012 /CNW/ - Kimberly-Clark Corporation (NYSE: KMB)
today announced the national launch of the Poise Feminine Wellness line
- a first-of-its-kind line of consumer products designed specifically
with menopausal women in mind. This new product line represents the
Poise brand's expansion into the feminine wellness category in Canada
and the U.S., following the recent successful rollout of these products
in parts of Latin America.
The Poise Feminine Wellness line includes five products designed to work
naturally with a woman's body during menopause to provide comfort and
help them feel feminine and confident throughout the day. The line
Roll-On Cooling Gel and Body Cooling Towelettes to help the more than 70 per cent of Canadian women who experience hot
flashes feel comfortable and refreshed by providing a temporary cooling
Personal Lubricant designed to enhance the intimate moments and help women who experience
Panty Fresheners feature a fresh, clean scent to help menopausal women who experience
odours feel more confident.
Feminine Wash to provide daily freshness for women.
"Fifty million women across North America are approaching or
experiencing menopause, but until now there has been no suite of
consumer products that help 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."
"Many women are looking for non-medical options to help provide comfort
from the symptoms of menopause," said Dr. Cindy Long, an OB/GYN and
former OB/GYN Department Chair at North Suburban Medical Center. "It is
great that Poise is demonstrating a commitment to providing options to
help women go through menopause with comfort and confidence."
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.
"Kimberly-Clark is focused on innovation and developing strong brands
for consumers," said Paula Montoya, Poise Brand Planning Manager,
Kimberly-Clark Canada. "Previously there was a gap in feminine wellness
products especially for use during menopause. We anticipate the Poise
Feminine Wellness line will be well received by Canadian consumers who
are approaching or have entered this stage of life."
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."
The integrated program will include an online destination for women at www.The2ndTalk.com that shares menopause knowledge, support and solutions, as well as
television, print and online advertising, media and expert
partnerships, public relations and in-store support.
Poise Feminine Wellness products will be widely available in retail
outlets across Canada and the U.S. beginning this month.
Kimberly-Clark and its well-known global brands are an indispensable
part of life for people in more than 175 countries. Every day, nearly a
quarter of the world's population trust K-C's brands and the solutions
they provide to enhance their health, hygiene and well-being. With
brands such as Kleenex, Scott, Huggies, Pull-Ups, Kotex and Depend,
Kimberly-Clark holds the No. 1 or No. 2 share position in more than 80
countries. To keep up with the latest K-C news and to learn more about
the company's 140-year history of innovation, visit www.kimberly-clark.com, or follow us on Facebook or Twitter.
SOURCE Kimberly Clark
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