Thinx Is Banking Big On Its Pee-Proof Line Of Undies

Thinx Is Banking Big On Its Pee-Proof Line Of Undies
By Channing Hargrove.
Thinx, the brand behind the period-absorbent panties and cheeky marketing campaigns (pun-intended) is back — this time, sans controversy. Last week, the team expanded its line of Icon Undies, a range of underwear priced between $28 and $36 that will “conceal your deep dark secret:” incontinence.
“When we launched Thinx, we heard from a ton of women asking whether they could wear them for bladder leaks instead,” Kejal MacDonald, Thinx’s VP of marketing and ‘VPee’ of ICON, told Refinery29. “As they shared their woes of wetness, we noticed a really wide range of reasons they were leaking. There was a 36-year-old woman who squeezed out three big-headed kids. A 40-year-old who had a hysterectomy. A 22-year-old with Multiple Sclerosis. A 56-year-old Crossfitter.”
Thinx, the brand behind the period-absorbent panties and cheeky marketing campaigns (pun-intended) is back — this time, sans controversy. Last week, the team expanded its line of Icon Undies, a range of underwear priced between $28 and $36 that will “conceal your deep dark secret:” incontinence.
“When we launched Thinx, we heard from a ton of women asking whether they could wear them for bladder leaks instead,” Kejal MacDonald, Thinx’s VP of marketing and ‘VPee’ of ICON, told Refinery29. “As they shared their woes of wetness, we noticed a really wide range of reasons they were leaking. There was a 36-year-old woman who squeezed out three big-headed kids. A 40-year-old who had a hysterectomy. A 22-year-old with Multiple Sclerosis. A 56-year-old Crossfitter.”
She continued: “They all shared how much anxiety they had about their leaky bladders, and how equally embarrassing it was to have to wear a panty liner or pad every day. We knew then that we needed create a product specifically for women with bladder leaks. Something that would eliminate their anxiety and even feel a *wee* bit sexy.”
Read more at Refinery29.

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