Kimberly-Clark expands Poise portfolio with line for menopausal women
DALLAS — Kimberly-Clark has launched a line of consumer products specifically designed with menopausal women in mind.
Poise Feminine Wellness represents the Poise brand's expansion into the feminine wellness category in the United States and Canada, following a rollout in parts of Latin America, Kimberly-Clark said. The line features five products designed to work naturally with a woman's body during menopause, including: roll-on cooling gel; body cooling towelettes; personal lubricant; panty fresheners and feminine wash.
"Fifty million women across North America are approaching or experiencing menopause, but until now there has been no suite of consumer products that helps them cope on a daily basis," said Rebecca Dunphey, Poise brand director at Kimberly-Clark. "The Poise Feminine Wellness line is specifically designed to help women approach this life stage with confidence. These products are a natural extension for the Poise brand, which millions of women already rely on for discrete protection from light bladder leakage."
The launch of the new line will be supported by an integrated marketing program, "The 2nd Talk," which provides women with a new way to talk about menopause and approach the life stage with confidence. The integrated program will include an online destination for women at The2ndTalk.com that shares menopause knowledge, support and solutions, as well as television, print and online advertising, media and expert partnerships, public relations and in-store support.