SCA brand Tena has revamped its lights by Tena range and is supporting the move with a multi-media campaign, which aims to break the taboo around the subject of bladder weakness.
The company is also introducing a new Tena Lady pant, which it claims is its “most underwear-like pant ever” and backing it with a new TV commercial.
Tena, which has grown from being a £57m brand in 2011 to a £100m brand today (IRI date to 52 w/e 23 January 2016) and the 14th largest health and beauty brand in the UK, said bladder weakness has driven recent growth, while tampons and liners have been in decline.
Its latest product upgrade to lights by Tena introduces a narrower but more absorbent product core with increased flexibility.
The packaging is updated too with a “Feel Fresh Technology” icon and new product claims including one that the product is now “5x drier than regular liners”. Research showed 69% of women were reaching for normal sanitary protection even though these products are not made to absorb urine.
The communications activity centres on a C’est La Vie campaign, designed to show that light bladder weakness is no big deal. According to Tena, more than 9m people in the UK experience bladder weakness and it affects one in three women over the age of 35. The campaign includes a TV advertisement, new digital campaign and website, sampling and a greater in-store presence. There’s also a Pelvic Floor Fitness app, My PFF app, which is free to download and provides tips on how to strengthen the pelvic floor.
Lights by Tena is Tena’s entry product to the category and has an 80% market share and the top five SKUs.
According to Anna McCrory, brand manager for lights by Tena, the company is keen to educate consumers and show that bladder weakness is not a taboo subject any more.
“At one time, we could not get publications like Cosmopolitan to put advertisements in their magazines. Now there’s an understanding that it’s a common condition, as common as asthma and arthritis in fact.”
The new Tena Lady pants are designed for moderate bladder weakness and are claimed to offer triple protection. They have an improved outer shell and a fabric which is said to be cotton soft. The design includes a new print pattern plus a ‘label’ to indicate which side is the back. They are available in two pack formats – 10 and 12 units.
The new product will be supported with a TV commercial, airing in April, which is designed to show how discrete and feminine the pants are.