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Brand update: TENA

Sales of bladder weakness brand TENA have topped the £100m mark, says manufacturer SCA, having achieved growth of nearly 98 per cent over the past decade. In the past five years TENA has jumped 12 places to become the UK’s 14th highest selling health and beauty brand, ahead of such notable performers as Olay, Simple and John Frieda. 

Driven by the growth of TENA, bladder weakness is now the largest sector in the intimate hygiene market and the main source of value growth. This makes it a key category for pharmacy to stock, says training and brand manager Donna Wilson. 

“We know just how crucial pharmacy teams are in providing the right support, reassurance and guidance when it comes to making the bladder weakness category more accessible for customers,” she comments.

Brand activity this year has included: 

  • An upgrade to the TENA Lady Pants Discreet range to make it even more like everyday underwear 
  • The introduction of TENA Lady’s smallest ever night-time product, TENA Lady Mini Night 
  • The launch of the “Lets you be you” campaign, which is about empowering women to be themselves. 

Meanwhile, the “C’est la vie!” campaign challenges the taboos surrounding light bladder weakness, which is experienced by almost one in two women in the UK. It sits alongside absorbency improvements made to the lights by TENA range. 

Finally, a level 4 maxi protective underwear line has been added by SCA to the TENA Men range and a new absorbent protector design incorporated throughout, together with the on-pack brand endorsement, ‘Trusted by millions of men’.

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