Carefree (feminine hygiene)

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Carefree logo.jpg
Product type Pantiliners
Owner Edgewell Personal Care
Country United States
Introduced 1976
Markets Worldwide

Carefree is a brand of pantyliners (although originally the brand name belonged to tampons[1]) from Johnson & Johnson. In the US Carefree brand was formerly marketed by McNeil-PPC and currently being marketed by Edgewell Personal Care (along with other US feminine hygiene brands from Johnson & Johnson).[2]


"Carefree" panty liner was introduced in 1976[3] (trademark registered on May 27, 1976[4]) and by the end of 70s captured more than half of the market.[3] It was promoted as a perfect solution for a "fresh-dressed woman" (tagline "For the fresh-dressed woman" has been developed by SSC&B advertising agency[5]) for every day use.[6]

In 1997 "Carefree" held 10% market share in the USA sanitary protection market.[7]

In 2001 black pantyliner "Carefree Black" was launched.[8]

In 2008 "Carefree" introduced its "Ultra Protection" line[9] which has been discontinued sometime in 2012.

In 2012 the brand aired controversial TV advertising for Carefree Acti-Fresh pantyliners in New Zealand and Australia, mentioning the word "vagina". As soon as the ad appeared Advertising Standards Bureau received nine complaints.[10][11]


The Carefree product line contains the following:

  • Original
  • Thong
  • Ultra Protection

See also[edit]


  1. ^ "Revised code flirts with rich new market: NAB boards loosen personal-products restrictions, admit feminine sprays to TV, tampons to radio" (PDF). Broadcasting. 76 (3): 26. 1969-01-20. Archived from the original (PDF) on 2015-11-20. Retrieved November 20, 2015. 
  2. ^ Greta Weiderman (2013-07-31). "Energizer to pay $185 million for Johnson & Johnson's feminine products brands". St. Louis Business Journal. Archived from the original on 2014-10-18. Retrieved 2014-10-18. 
  3. ^ a b Heinrich, Thomas; Batchelor, Bob (2004). "Chapter 5". Kotex, Kleenex, Huggies: Kimberly-Clark and the Consumer Revolution in American Business. Ohio State University Press. p. 182. ISBN 0814209769. 
  4. ^ "Word mark:Carefree". United States Patent and Trademark Office. Archived from the original on 2014-10-18. Retrieved 2014-10-18. 
  5. ^ Kanner, Bernice (1984). "Strategic Air Command". New York Magazine, 10 Dec 1984. 17 (49): 23. 
  6. ^ "Now, Light Protection So Comfortable You'll Wear It Any Time". Woman's Day. 1978-02-03. Archived from the original on 2014-10-18. Retrieved 2014-10-18. 
  7. ^ Ellen Lees Wuagneux (1997-03-01). "Sharp division in the private label sanitary protection market". Nonwovens Industry. Retrieved 2014-10-18. [dead link] (accessed at The Free Library)
  8. ^ Jack Neff (2001-07-09). "Mouthwash strips get $40 mil push". Advertising Age. Archived from the original on 2015-11-20. Retrieved 2015-11-20. 
  9. ^ Magdalena Kondej (2009-11-01). "Where do the opportunities lie in feminine hygiene? Sanitary protection currently stands at $22 billion globally and registered 10% growth in 2008, with rising uptake in emerging markets countering slowing sales in developed markets". Nonwovens Industry. Retrieved 2014-10-18. In the U.S., Johnson & Johnson recently extended its Carefree range to include Ultra Protection Liners, which the company claims are 10 times more absorbent than an ordinary liner, promising the protection of a pad combined with the comfort of a liner. Product innovation remains the key to maintaining consumer interest in panty liners, and, as is the case in pads, manufacturers are likely to concentrate on developing more discreet products with increased absorbency, which are also suitable for everyday use. [dead link] (accessed at The Free Library)
  10. ^ "Carefree Ad Offends Some With Language Like 'Vagina' And 'Discharge' (VIDEO)". The Huffington Post. 2012-07-16. Archived from the original on 2015-11-20. Retrieved 2015-11-20. 
  11. ^ Deborah Arthurs (2012-07-17). "Pantyliner advert that uses 'bold' language to describe bodily functions leaves viewers outraged by 'offensive' terms". Daily Mail. Archived from the original on 2015-11-20. Retrieved 2015-11-20. 

External links[edit]