Carefree (feminine hygiene) explained

Carefree
Type:Pantiliners
Currentowner:Edgewell Personal Care
Origin:United States
Markets:Worldwide
Previousowners:Johnson & Johnson (US only)

Carefree is an American brand of pantyliners (although originally the brand name belonged to tampons[1]) from Johnson & Johnson. In the US, the 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]

History

"Carefree" panty liner was introduced in 1976[3] (trademark registered on May 27, 1976[4]) and by the end of the 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 everyday use.[6]

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

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

In 2008, Carefree introduced its Ultra Protection line[9] which was discontinued sometime in 2012.

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

Products

The Carefree product line contains the following:

External links

Notes and References

  1. 1969-01-20 . Revised code flirts with rich new market: NAB boards loosen personal-products restrictions, admit feminine sprays to TV, tampons to radio . . 76 . 3 . 26 . November 20, 2015 . https://wayback.archive-it.org/all/20141127164102/http://www.americanradiohistory.com/Archive-BC/BC-1969/1969-01-20-BC.pdf . November 27, 2014 . dead.
  2. Web site: Energizer to pay $185 million for Johnson & Johnson's feminine products brands. Greta Weiderman. 2013-07-31. St. Louis Business Journal. 2014-10-18. https://web.archive.org/web/20141025231221/http://www.bizjournals.com/stlouis/blog/2013/07/energizer-to-pay-185-million-for.html. 2014-10-25. dead.
  3. Book: Heinrich. Thomas. Batchelor. Bob. 2004. Kotex, Kleenex, Huggies: Kimberly-Clark and the Consumer Revolution in American Business. Chapter 5. registration. Ohio State University Press. 182. 0814209769.
  4. Web site: Word mark:Carefree. United States Patent and Trademark Office. 2014-10-18. https://web.archive.org/web/20180325232136/http://tmsearch.uspto.gov/bin/showfield?f=doc&state=4806:vo6i53.3.1. 2018-03-25. dead.
  5. Kanner. Bernice. Strategic Air Command. . 17 . 49 . 23. 1984.
  6. Web site: Now, Light Protection So Comfortable You'll Wear It Any Time. 1978-02-03. Woman's Day. 2014-10-18. https://www.webcitation.org/6TPUxh8C4?url=http://legacy.library.ucsf.edu/tid/woe00b00/pdf. 2014-10-18. dead.
  7. Web site: Sharp division in the private label sanitary protection market . https://archive.today/20141018131844/http://www.thefreelibrary.com/Sharp+division+in+the+private+label+sanitary+protection+market.-a019376550 . dead . 2014-10-18 . Ellen Lees Wuagneux . 1997-03-01 . Nonwovens Industry . 2014-10-18 . (accessed at The Free Library)
  8. Web site: Mouthwash strips get $40 mil push . Jack Neff . 2001-07-09 . . https://web.archive.org/web/20151121021304/http://adage.com/article/news/mouthwash-strips-40-mil-push/54304/ . 2015-11-21 . 2015-11-20 . dead.
  9. Web site: 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 . https://web.archive.org/web/20141018133302/http://www.thefreelibrary.com/Where+do+the+opportunities+lie+in+feminine+hygiene%3F+Sanitary...-a0213082458 . dead . 2014-10-18 . Magdalena Kondej . 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. . 2009-11-01 . Nonwovens Industry . 2014-10-18 . (accessed at The Free Library)
  10. Web site: Carefree Ad Offends Some With Language Like 'Vagina' And 'Discharge' (VIDEO). 2012-07-16. The Huffington Post. https://web.archive.org/web/20151120191553/http://www.huffingtonpost.com/2012/07/16/carefree-vagina-vaginal-discharge-ad-_n_1677026.html. 2015-11-20. 2015-11-20.

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