In response to consumer demand, Bodyform has announced it will be relaunching its unique Ultra String Towel product in the UK.
The unique towels have been specifically designed by the feminine hygiene brand to be worn with string underwear, satisfying a key consumer requirement and filling a gap in the market.
Temporarily discontinued in June 2014, the SCA-owned brand received its biggest ever response to a delist with many shoppers turning to social media to publicly voice their desire to see Bodyform Ultra String Towels back in stores.
“We have listened to our shoppers by bringing back Bodyform Ultra String Towels which fulfil unique consumer requirements and therefore have a key role to play in the breadth of our range”, says Bodyform Brand Marketing Controller, Janet McQuillan.
“With the reintroduction of Bodyform Ultra String Towels we continue to empower women by giving them the choice to feel comfortable and confident in their favourite underwear, whatever time of month it is” she added.
Specially shaped with SecureFitTM technology, Bodyform Ultra String Towels have been created to meet the key category needs of discretion and comfort. The ultra-thin design incorporates wings for extra security, providing the same great protection as regular Ultra Towels, enabling women to wear string underwear rather than full briefs during their period.
Bodyform will support the relaunch and drive consumer engagement through ‘Back by Popular Demand’ posts on its social channels.
Janet concludes: “As so many shopper requests to put Bodyform Ultra String Towels back on the shelves were communicated through social media posts, we are utilising our social channels to spread awareness of the relaunch, allowing Bodyform to have real-time conversations with our consumers and drive shoppers back in store”