Essity launches its first ever reusable menstruation and incontinence underwear

Bodyform and Tena brands are launching washable absorbent underwear ranges

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Brand Central

6 July 2021 | 0

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Global hygiene and health company Essity has launched a range of reusable menstruation and incontinence underwear offering consumers a more sustainable alternative to disposable products. The new Bodyform and Tena washable absorbent underwear ranges hit shelves from 15 June 2021 in Tesco stores and online on Tesco.ie

The Bodyform and Tena reusable underwear launches come at a watershed moment when the reusable market is diversifying, and consumers are actively looking for alternative sustainable products. Research shows that over 50% of women are now aware of the environmental impact of the period products they use, increasing seven-fold between 2016 and 2019. With consumers claiming they are willing to spend up to 12% more for sustainable products

The new ranges of washable absorbent underwear offer eight hours of protection and come in a wide variety of sizes, colours and styles to suit the different needs of consumers. Available in Tesco stores and online from 15th June 2021, both products will provide consumers with an accessible and widely available sustainable alternative to single-use pads and liners. 

“It’s no secret that we are all becoming more conscious of our impact on the planet,” said Nicola Coronado, Essity marketing director, UK and ROI.

“Our decision to launch Bodyform and Tena washable underwear aims to provide consumers with products they want to see, that are kinder to the planet, from brands they know, love and trust,” she added.

“As the world is becoming more conscious, and the reusable market continues to evolve at speed, we want to ensure the category is well equipped with forward thinking and diverse products, that provide the same, if not better functionality of those that already exist.” 

Ella Daish, Environmental Activist and Founder of the #EndPeriodPlastic Campaign, has supported the move by Essity having challenged the company to consider offering more sustainable options back in 2019.

“It is fantastic to see both Bodyform and Tena, big brands in the period and incontinence industry, leading the way in becoming more sustainable by launching reusable underwear,” Daish said. “This is a hugely positive step that will help make green options mainstream and accessible to the masses.”  

Essity experts have also worked collaboratively and transparently, alongside plastic pollution campaigning organisation City to Sea, part of the Women’s Environmental Network (WEN), to discuss ways to bring more sustainable alternatives to the UK and ROI market.

The new underwear is available in sizes from small to extra-large, come in bikini, hipster and classic brief cuts and performance is guaranteed for a minimum of 50 washes.

 

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