|Owner||Edgewell Personal Care|
Carefree is a brand of pantyliners (although originally the brand name belonged to tampons) from Johnson & Johnson. In the US 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).
"Carefree" panty liner was introduced in 1976 (trademark registered on May 27, 1976) and by the end of 70s captured more than half of the market. 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) for every day use.
In 1997 "Carefree" held 10% market share in the USA sanitary protection market.
In 2001 black pantyliner "Carefree Black" was launched.
In 2008 "Carefree" introduced its "Ultra Protection" line which has been discontinued sometime in 2012.
In 2012 the brand aired controversial TV advertising for Carefree Acti-Fresh pantyliners in New Zealand and Australia, mentioning the word "vagina". As soon as the ad appeared Advertising Standards Bureau received nine complaints.
The Carefree product line contains the following:
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.(accessed at The Free Library)
Русский Carefree ▪