PHILADELPHIA SCA Personal Care North America on Wedneseday introduced a new category of adult absorbent products with the launch of the first Ultra Thin pads for moderate and heavy bladder protection.
Available in the United States and in Canada, the new Tena brand Ultra Thins reflect the company's dedication to improve the quality of life for the more than one in four women above the age of 40 affected by bladder weakness.
On shelves this month, the Tena Ultra Thins were designed after consumer research identified that women suffering from moderate to heavy bladder weakness craved the option of discreet protection, but were not willing to move to a thinner pad because of the fear of leaks. TENA Ultra Thins' unique airlaid core technology offers women the same security and odor absorption as thicker pads, in a thin and discreet product.
To support the introduction of Tena Ultra Thins, SCA will announce a number of partnerships that will expand its BladderTalk campaign, which was launched in the United States in June of 2009. The campaign's goal is to evolve the dialogue around bladder weakness and engage, educate and empower women to bring this common condition out of the closet. This year, the company will bring this program to Canada with a series of awareness and advocacy efforts to inform women and break the taboo. The BladderTalk national survey of women suffering from bladder weakness found that nearly 40% of women with the condition across the U.S. and Canada refuse to talk about it with anyone.
In addition to the partnerships, SCA will expand its North American Evolution advertising campaign, launched in August 2009 to educate women about the latest evolution in moderate and severe bladder protection products.