Carefree (feminine hygiene)
Carefree is a brand of pantyliners, and created the very first liner in the 1970s. Carefree is a brand formerly marketed by McNeil-PPC and currently owned by Energizer Holdings. In addition to Carefree, Energizer makes Stayfree ultra thin and maxi pads, and o.b. tampons.
"Carefree" panty liner was introduced in 1976 (trademark registered on May 27, 1976) and by the end of 70s captured more than half of the market. 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) for every day use.
In 1997 "Carefree" held 10% market share in the USA sanitary protection market.
In 2008 "Carefree" introduced its "Ultra Protection" line which has been discontinued sometime in 2012.
The Carefree product line contains the following:
- Ultra Protection
- 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.
- 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.
- "Word mark:Carefree". United States Patent and Trademark Office. Archived from the original on 2014-10-18. Retrieved 2014-10-18.
- Kanner, Bernice (1984). "Strategic Air Command". New York Magazine, 10 Dec 1984 17 (49): 23.
- "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.
- Ellen Lees Wuagneux (1997-03-01). "Sharp division in the private label sanitary protection market". Nonwovens Industry. Archived from the original on 2014-10-18. Retrieved 2014-10-18. (accessed at The Free Library)
- 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. Archived from the original on 2014-10-18. 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.(accessed at The Free Library)
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