American personal care company, Kimberly-Clark Corporation, has new target customer for their latest diaper line, and they’re not babies nor grandparents. The Depend Silhouette line is a disposable incontinence brief for adults who are on their 40s.
“We’re trying to make the product more normal, and even fun, with real people in our ads saying, ‘Hey, I have bladder leakage, and it’s no big deal,’ ” says Jay Gottleib, head of Kimberly-Clark’s adult and feminine-care business in North America.
The company has seen how the adult incontinence market has recently grown big and lucrative yet remains in the shadows. Currently they are aggressively marketing their new line in magazines and on televisions.
Source: Bloomberg
