TENA expands category offering with launch of gender-specific pants range

Expanding on its pants offering, TENA has added two exciting new products to its range; TENA Lady Pants Plus and TENA Men Active Fit Pants.

Building on the success of the existing unisex Pants Plus assortment, TENA’s NEW gender-specific pants range offer a body-close fit that’s designed to go unnoticed, meeting the specific needs of consumers who require a more secure product, without compromising on discretion.

This NPD gives retailers the opportunity to provide consumers with products that offer superior protection and peace of mind, but now with anatomical design for additional comfort.

With pants products experiencing the biggest growth in the bladder weakness category, 15% YoY[i] the launch will also assist in making the category easier to shop.

TENA is tackling bladder weakness taboos head-on, taking cues from the underwear aisle to help normalise the use of bladder weakness products. Bladder weakness isn’t new. One in three women and one in four men over the age of forty experience it at some point in their lifetime, making it far more common than many may think.

The launch is supported with two new creative TVCs, which demonstrates the benefits of both products to consumers, whilst encouraging women that TENA Lady “let’s you be you” and men that they can “keep control”.

“TENA continually strives to improve its products to give consumers complete comfort and total peace of mind when it comes to bladder weakness,” says Anna McCrory, Brand Manager for TENA Lady.

“The launch of new TENA Lady Pants Plus aims to recruit more women to experience the benefits of TENA Lady whilst accelerating growth in the pants category, by providing a product to meet the unique needs of every customer.” 

Discreet and comfortable enough for everyday wear, TENA Lady Pants Plus are designed with the female anatomy in mind and offer Triple Protection against leaks, odour and moisture.  They feature a soft and pliable U-shaped crotch, narrow waistband and neat leg cuffs, offering outstanding security and improved design.

The super absorbent material gives optimum dryness and protection, whilst the integrated leakage barriers and Odour Control creates additional security for that extra piece of mind. The pants are finished in a soft peach colour, to give an air of femininity that wouldn’t look out of place in any woman’s underwear drawer at home.

For male consumers, TENA Men Active Fit Pants cater for those who desire a secure, comfortable and worry-free product to suit their on-the-go lifestyle.

In a recent TENA MEN survey it was discovered that 65 per cent of men find urine leakage an ‘off-limits’ topic of conversation and a further 42 per cent would not feel confident buying protective products designed to deal with urine leakage[ii].

To combat this, TENA Men created their most boxer-like design to date. The new pants are styled in a navy blue finish and are complete with a wide waistband, straight leg cut, back label and extra threading in the rear for added comfort.

The core is specially adapted to offer absorption where men need it most.  Noticeably wider in the front and short at the back, the distinct elastic ‘cup-shaping’ upfront is now a much-improved fit for the male anatomy.

“TENA Men is committed to offering solutions for consumers with bladder weakness, so that customers feel comfortable and content that they are getting the best protection in the most discreet manner, something that is vitally important to our male market,” explains Donna Wilson, Brand Manager for TENA Men.

TENA Lady Pants Plus and TENA Men Active Fit Pants are manufactured by leading global hygiene and health company Essity.

[i] IRI data

[ii] Atomik Research of 1,000 men, 2017

TENA Lady Pants Plus available in Medium (consumer 9 pack) or Large (consumer 8 pack).
TENA Men Active Fit Pants available in Medium (consumer 9 pack) or Large (consumer 8 pack).

About TENA Lady

TENA Lady is the UK’s leading bladder weakness brand, offering a range of liner, pad and pant products for light to heavy bladder weakness. All TENA Lady Products offer Triple Protection against leaks, odour and moisture for complete confidence.

About TENA Men
TENA Men’s range of protection has been perfectly engineered to help men deal with their urine leakage. Discreetly safeguarding all drips, dribbles and leaks, men feel can feel completely protected and in control of their bladder.

About Essity

Essity is a leading global hygiene and health company that develops, produces and sells Personal Care (Baby Care, Feminine Care, Incontinence Products and Medical Solutions), Consumer Tissue and Professional Hygiene products and solutions. Our vision is; Dedicated to improving well-being through leading hygiene and health solutions. Sales are conducted in approximately 150 countries under many strong brands, including the leading global brands TENA and Tork, and other brands, such as Leukoplast, Libero, Libresse, Lotus, Nosotras, Saba, Tempo, Vinda and Zewa. Essity has about 48,000 employees and net sales in 2016 amounted to approximately SEK 101bn (EUR 10.7bn). The business operations are based on a sustainable business model with focus on value creation for people and nature. The company has its headquarters in Stockholm, Sweden, and is listed on Nasdaq Stockholm. Essity used to be part of the SCA Group. More information at www.essity.com