Depend Underwear in Colors and Prints

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Derrick Lin


Available in April, Depend Underwear in Colors and Prints is the first product in the adult incontinence category that looks and feels like regular underwear and greatly reduces the anxiety and stigma associated with incontinence and the traditional white diaper.

The underwear itself, along with the packaging, includes separate masculine and feminine colors that offer more discretion. The packaging moves away from the obvious Depend branding in a 18-count package to a new 6-count package with clear cellophane that mirrors regular underwear. From the consumer point of view, we’ve learned that any packaging design that makes the product look more like traditional underwear – rolling them, smaller Depend logo, different colors – rather than white-diaper absorbent underwear will greatly influence their buying decisions and their improve their anxiety levels while in store.