SCA launches new lifestyle portfolio to help women intuitively find the best products for their needs

SCA Personal Care brand offers peace of mind by fitting consumer lifestyles

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Apr 22, 2013, 10:25 ET

PHILADELPHIA, April 22, 2013 /PRNewswire/ -- SCA, a leading global hygiene and forest products company and maker of TENA^® personal-care products, has introduced a new product portfolio making it easy for women to identify the best product for their needs based on their everyday activities. The new TENA lifestyle portfolio features new brand packaging and personal care pantiliners, pads and underwear to fit the way women live. It offers ultra-thin protection from the unexpected leak in the following categories – Stylish, Active and Anywhere. The products were selected and designed to offer the highest quality in global incontinence care to women in North America, while making it easy for them to identify the best product for their needs based on their everyday activities.

"At SCA, we've spent years studying the needs of women in all stages of life who are experiencing light bladder leakage or what we refer to as the unexpected leak," said Robert W. Wilson, vice president of consumer sales for SCA's Personal Care, North America. "One of our key findings was that the technological language used on incontinence product packaging, such as absorbency, is not as differentiating for consumers as it once was. Consumers are seeking a more intuitive approach to finding the products that will work for the occasions they face throughout the day."

"TENA is innovating the way we talk to women who experience the unexpected leak. Through our new lifestyle portfolio and advertising campaign, we're helping to give women dealing with issues around incontinence the opportunity to live with a greater peace of mind and we're very proud of this," said Lizelle Valdecanas, Brand Director TENA, Personal Care- North America.

TENA is meeting the need for more intuitive product packaging through the lifestyle portfolio, which includes two pantiliners and four pads that consumers can mix and match to suit their needs:

Stylish pads offer a sleek cotton design to provide protection without detection – whether sporting favorite jeans or a little black dress.
Active liners and pads are created with an unsurpassed level of protection no matter what a consumer is doing. Its flexible cotton design is meant to move with the body – whether they're twisting to the tango or sprinting to a meeting.
Anywhere pads are created for day-to-day life. The soft cotton design fits any body and any lifestyle – whether stuck in traffic or stuck at the office.

"Over half of women experiencing the unexpected leak are not using proper protection, relying on feminine care rather than incontinence care products," said Wilson. "By creating the lifestyle portfolio, we are giving women a sense of liberation because TENA lifestyle products not only fit their lifestyles but also their unique needs. And once they give TENA personal care products a try, they love them.

TENA lifestyle products are available at stores across North America. To find a retailer near you or purchase via TENA Direct, visit the Where to Buy page. You can also receive a TENA lifestyle sample kit by calling 877-GET-TENA or visiting www.tena.us.

About TENA^®The TENA^® brand is the worldwide leader in the management of incontinence, with products and services for individual consumers as well as healthcare facilities throughout 105 countries. Under the TENA^® brand, SCA provides a full range of absorbent products tailored to the distinct needs of men and women, including pantiliners, daytime and overnight pads, male guards, protective underwear, briefs, skin care products, and underpads. With the TENA^® brand, SCA is at the forefront of developing products that minimize the impact of incontinence and improve the dignity and everyday lives of people living with light, moderate or heavy incontinence. For more information, please visit: www.tena.us.

For additional information, please contact:
Amy Bellcourt, VP of Communications, (518) 369-8880, [email protected]
Katherine Burns, Weber Shandwick, (212) 445-8141, [email protected]

About SCA
SCA is a leading global hygiene and forest products company that develops and produces personal care products, tissue and forest products. With sales in 100 countries, SCA has 36,000 employees and had revenue in 2012 of $13 billion. With nine manufacturing facilities across North America, the company's Americas headquarters is in Philadelphia, Pennsylvania.

In North America, SCA produces the Tork^® line of napkin, towel, tissue and wiper products used in commercial settings such as office buildings, restaurants, schools and healthcare facilities and the TENA^® line of incontinence care products used by consumers at home and in healthcare facilities. TENA and Tork the global leading brands in their categories. For more information visit www.sca.com/us.

SOURCE SCA