Depend (undergarment)

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Depend is a brand of absorbent, disposable underwear and undergarments for people with urinary or fecal incontinence. It is a Kimberly-Clark brand, and positions its products as an alternative to typical adult diapers. Depend is the dominant brand of disposable incontinence garments in the United States with a 49.4 share of the market. [1]

Contents

The aggressive marketing of this product has been credited in reducing the serious social stigma of incontinence. [2]

History

Kimberly-Clark has been making Huggies disposable diapers for infants since 1978. [3] In 1984, [1] the Depend products for adults were introduced, pioneering the retail incontinence category in the United States. [4]

Depend was originally test marketed as the Conform brand in Green Bay, WI. The original products begun being made in 1983 and were liners, available in regular and extra absorbencies. They could be worn inside underwear or alone, and were held on by small elastic belts. In 1984, Depend Shields were added for slight incontinence in regular and extra absorbencies. These were intended for moderate to heavy bladder incontinence. Beginning in 1985, fitted briefs for heavy to complete bladder incontinence as well as bowel incontinence were added. The briefs were made in youth, small, medium and large. There were various sizes in terms of packaging as well for all three lines of products. The briefs had a green plastic cover while in the undergarments and shields the green plastic was covered with a thin cloth like cover. In 1987, the undergarments were made in both cloth like non-woven covers and plastic covers. The products were sold in large, cardboard boxes initially.

The padding was originally similar to what had been used for disposable baby diapers like Huggies. In 1988, all Depend products began to use an Absorb-Lock core which turns to a gel when wet as baby diapers began using this as well. In 1992, Depend Briefs were made in two different absorbencies, regular and overnight. The sizes were revamped to youth/small, medium and large. In 1998, Depend added Pull Up Adult Disposable Underwear to their offerings. Initially, this was clothlike and had absorbency down in the middle and was not recommended for night-time use. They had two sizes, medium and large. In 2000, Depend Briefs went through a huge change. They began to be made in white with a very slight green tint. They were still made in regular and night-time absorbencies. Sizes remained the same.

In 1998, 3 dimensional pull-on underwear were introduced and these completely replace adult diaper style 'briefs' that had tape tab closures. They offered consumer a product which fit and looked much more like regular underwear. In 2001, refastenable disposable underwear that was pull up style with a tearable area on each side of the brief and tapes to convert to a tape on disposable brief. These were cloth like but had absorbency all the way up the front and all the way in the back with similar protection and absorbency to the fitted brief that was plastic backed. The other Depend Underwear products became more absorbent in 2005. In 2002, the Depend Booster pad was added as a product to add absorbency to any depend product.

That year, the Depend shields were phased out due to their other product, Poise pads, used for slight female incontinence. That year, the male guard was added for minor male incontinence. In 2005, the Depend Briefs were renamed. The regular absorbency continued while the overnight absorbency was now called "Maximum Protection".

The product was originally unisex in style; in March 2009, Depend introduced gender-specific adult underwear in the United States and Canada. Depend Underwear for Men and Depend Underwear for Women replaced the existing unisex adult underwear on store shelves nationwide. [5] Also that year the booster pads and undergarment liners were discontinued. Depend now had the Poise pads, male guards, gender specific disposable underwear, refastenable Underwear that remained unisex, and the fitted brief that was unisex. The fitted brief now had one absorbency and was now called "Maximum Protection". They remained plastic backed while the other products kept the cloth like cover they had always had.

In 2012 the company introduced very slender brief-style products, Silhouette for Women and Real Fit for Men, aimed at the Baby Boomer market. [1] Also, the male guards were changed as well. They now had two absorbencies. One is the shield that is very thin for minor drips and intended for simple protection for continent boys and men that drip after using the bathroom. The Depend Guards for Men have more absorbency and are used for slight to moderate surges. Both are designed for brief style underwear. The Men's Underwear began being offered in grey as well as white and eventually only in grey. The women's underwear is now offered in a light tan as well as black. The refastenable Underwear remained the same since it redesigned in 2005. The Maximum Protection brief became cloth-like in the Spring of 2016 and the tapes were reduced from 6 to 4, though (due to consumer demand) in the Spring of 2017 Depend reverted to the original design. Both the refastenables and Maximum Protection briefs are designed for night-time use; another night-time brief, Night Defense, was introduced in 2016, initially for women who wet the bed, but later introducing the Men's version in 2019. The Men's and Women's underwear with exception of one of the lines of Men's and Women's Underwear are designed for daytime use.

Advertising

For more than 20 years the principal spokesperson for the product was actress June Allyson, who was inspired to educate the public about incontinence because of her own mother's struggle with the problem. According to Kimberly-Clark, she "did more than any other public figure to encourage and persuade people with incontinence to lead fuller and more active lives." [6]

On March 30, 2009, Depend launched the largest integrated marketing campaign in brand history featuring TV, print, online, direct mail, in-store communication and public relations elements. [7] The TV campaign, created by ad agency JWT, was directed by 2004 Academy Award-winning director Errol Morris. [8]

The product was originally unisex in style; in March 2009, Depend introduced gender-specific adult underwear in the United States and Canada. Depend Underwear for Men and Depend Underwear for Women replaced the existing unisex adult underwear on store shelves nationwide.

In 2012 the company's advertising took a new approach. Previous ads had featured elderly actors with the implication that incontinence did not prevent them from carrying out active lives. The new approach used younger celebrities who were not incontinent but agreed to model the Depend brief-style products for charity. [1] Featured celebrities included actress Lisa Rinna, [9] football player Clay Matthews, [10] hockey player P. J. Stock, and figure skater Isabelle Brasseur. [11]

In 2014, fueled by data showing nearly half the adults who manage bladder leaks and incontinence are under age 50, Depend advertising embraced an active younger market with its "Drop Your Pants for Underawareness" free concert in New York City, headlined by alt/dance group Capital Cities, famous for the hit single "Safe and Sound." To the delight of the audience, fans wearing Depend products joined Capital Cities onstage and danced to the band's song, "Center Stage." A national television campaign also showcased younger adults in Depend briefs "dropping their pants" to promote Underwareness and increase awareness of incontinence and bladder leakage.

In 2016, Depend launch its "Reclaim What Matters" campaign for Depend FIT-FLEX Underwear, the slim profile adult underwear for men and women. The program goal is to inspire and empower people by giving them products that help them regain power over bladder leakage.

In the 1996 novel Infinite Jest by David Foster Wallace, each year has a corporate sponsor; most of the action takes place in year 8, the "Year of the Depend Adult Undergarment". [12]

In Lil Wayne's song "I'm Me" he raps "The only time I will depend is when I'm 70 years old"

In Blink 182's Cheshire Cat album, one of the songs is titled "Depends".

American comedian Joan Rivers saw Depend as good material for comedy, and would feign jealousy at June Allyson for being the star of Depend commercials, as in "Hi, I'm June Allyson and right now I'm taking a dump."

A Saturday Night Live parody paid homage to Depend in a commercial for a similar adult undergarment they called "Oops! I Crapped My Pants". [13]

In the Homestar Runner game Peasant's Quest, the character Rather Dashing will wish he had "Depeasant adult undergarments" when facing Trogdor the Burninator.

Lisa Rinna's success from the campaign is referenced multiple times on The Real Housewives of Beverly Hills , where Rinna is a cast member.

In 2009, during an NHL game between the Toronto Maple Leafs and Washington Capitals, a Capitals fan was dressed up as an astronaut. Commentator Pierre McGuire speculated that since he has difficulty going to the bathroom in the suit that he might be wearing Depend. [14]

Related Research Articles

<span class="mw-page-title-main">Diaper</span> Undergarment for incontinence containment

A diaper or a nappy is a type of underwear that allows the wearer to urinate or defecate without using a toilet, by absorbing or containing waste products to prevent soiling of outer clothing or the external environment. When diapers become wet or soiled, they require changing, generally by a second person such as a parent or caregiver. Failure to change a diaper on a sufficiently regular basis can result in skin problems around the area covered by the diaper.

<span class="mw-page-title-main">Urinary incontinence</span> Uncontrolled leakage of urine

Urinary incontinence (UI), also known as involuntary urination, is any uncontrolled leakage of urine. It is a common and distressing problem, which may have a large impact on quality of life. It has been identified as an important issue in geriatric health care. The term enuresis is often used to refer to urinary incontinence primarily in children, such as nocturnal enuresis. UI is an example of a stigmatized medical condition, which creates barriers to successful management and makes the problem worse. People may be too embarrassed to seek medical help, and attempt to self-manage the symptom in secrecy from others.

<span class="mw-page-title-main">Kimberly-Clark</span> American multinational personal care corporation

Kimberly-Clark Corporation is an American multinational personal care corporation that produces mostly paper-based consumer products. The company manufactures sanitary paper products and surgical & medical instruments. Kimberly-Clark brand name products include Kleenex facial tissue, Kotex feminine hygiene products, Cottonelle, Scott and Andrex toilet paper, Wypall utility wipes, KimWipes scientific cleaning wipes and Huggies disposable diapers and baby wipes.

Underpants are underwear worn on the lower body. In British English they are often called simply pants.

<span class="mw-page-title-main">Menstrual pad</span> Absorbent item worn in the underwear

A menstrual pad, or simply a pad, is an absorbent item worn by women in their underwear when menstruating, bleeding after giving birth, recovering from gynecologic surgery, experiencing a miscarriage or abortion, or in any other situation where it is necessary to absorb a flow of blood from the vagina. A menstrual pad is a type of menstrual hygiene product that is worn externally, unlike tampons and menstrual cups, which are worn inside the vagina. Pads are generally changed by being stripped off the pants and panties, taking out the old pad, sticking the new one on the inside of the panties and pulling them back on. Pads are recommended to be changed every 3–4 hours to avoid certain bacteria that can fester in blood; this time also may differ depending on the kind worn, flow, and the time it is worn.

<span class="mw-page-title-main">Pampers</span> Brand of baby and toddler products

Pampers is an American brand of baby and toddler products marketed by Procter & Gamble.

Pull-Ups is a brand of disposable diapers made under the Huggies brand of baby products. The product was first introduced in 1989 and became popular with the slogan "I'm a big kid now!" The training pants are marketed with purple packaging: boys' designs are blue and currently feature characters from the Disney Junior show Mickey Mouse Funhouse; girls' designs are purple with the Disney Junior show Minnie's Bow-Toons characters.

<span class="mw-page-title-main">Goodnites</span> Disposable undergarments designed for managing Nocturnal Enuresis

Goodnites are diapers designed for managing bedwetting. Goodnites are produced by Kimberly-Clark. The product has also been seen titled as Huggies Goodnites on official Huggies branded webpages.

An incontinence pad is a small, impermeable multi-layered sheet with high absorbency that is used in the incontinence and health-care industries as a precaution against fecal or urinary incontinence. It is generally made of cotton if washable, or paper if disposable. Incontinence diapers are a common incontinence pad. Incontinence pads are usually placed in an undergarment or on a bed or chair under a person. Incontinence pads are manufactured in light and heavy grades which offer a range of absorbencies, often referred to as a 'working capacity', which refers to the true absorbency an incontinence pad offers when in use. These sorts of pads can come as panty-liners, inserts, pads or even available as replacement underwear.

<span class="mw-page-title-main">Bedpan</span> Toilet device for someone confined to bed

A bedpan or bed pan is a device used as a receptacle for the urine and/or feces of a person who is confined to a bed and therefore not able to use a toilet or chamber pot.

<span class="mw-page-title-main">Training pants</span> Type of incontinence garment

Training pants are undergarments used by incontinent people, typically toddlers, as an aid for toilet training. They are intended to be worn in between the transition between wearing diapers but before they are ready to wear regular underpants. Training pants may be reusable and made of fabric, or they may be disposable. In the US, disposable training pants may also be referred to as "pull-ups", and in the UK, training pants are frequently referred to as nappy pants or trainer pants. The main benefit of training pants over diapers is that unlike traditional diapers, they can be easily pulled down in order to sit on a potty or toilet, and pulled back up for re-use after the person has used the toilet. The main benefit of wearing training pants over regular underpants is that if the person has an accident, they do not soil their environment.

<span class="mw-page-title-main">Luvs</span> Disposable diaper

Luvs is a brand of disposable diapers made by Procter & Gamble. Luvs were sold as "Deluxe" diapers in the late 1980s. In 1994 they became budget diapers. The Luvs brand also includes baby wipes.

<span class="mw-page-title-main">Stress incontinence</span> Form of urinary incontinence from an inadequate closure of the bladder

Stress incontinence, also known as stress urinary incontinence (SUI) or effort incontinence is a form of urinary incontinence. It is due to inadequate closure of the bladder outlet by the urethral sphincter.

<span class="mw-page-title-main">Cloth menstrual pad</span> Cloth pads to prevent menstrual fluid from leaking onto clothes

Cloth menstrual pads are cloth pads worn in the underwear to collect menstrual fluid. They are a type of reusable menstrual hygiene product, and are an alternative to sanitary napkins or to menstrual cups. Because they can be reused, they are generally less expensive than disposable pads over time, and reduce the amount of waste produced.

Omorashi, sometimes abbreviated as simply "omo", is a form of fetish subculture first categorized and predominately recognized in Japan, in which arousal from the idea or feeling of having a full bladder and potentially wetting themselves, or from witnessing another person in that situation.

<span class="mw-page-title-main">Adult diaper</span> Diaper made to be worn on a body larger than that of an infant or toddler

An adult diaper is a diaper made to be worn by a person with a body larger than that of an infant or toddler. Diapers can be necessary for adults with various conditions, such as incontinence, mobility impairment, severe diarrhea or dementia. Adult diapers are made in various forms, including those resembling traditional child diapers, underpants, and pads resembling sanitary napkins. Superabsorbent polymer is primarily used to absorb bodily wastes and liquids.

<span class="mw-page-title-main">Underwear</span> Clothes worn under other clothes

Underwear, underclothing, or undergarments are items of clothing worn beneath outer clothes, usually in direct contact with the skin, although they may comprise more than a single layer. They serve to keep outer clothing from being soiled or damaged by bodily excretions, to lessen the friction of outerwear against the skin, to shape the body, and to provide concealment or support for parts of it. In cold weather, long underwear is sometimes worn to provide additional warmth. Special types of undergarments have religious significance. Some items of clothing are designed as undergarments, while others, such as T-shirts and certain types of shorts, are appropriate both as underwear and outerwear. If made of suitable material or textile, some underwear can serve as nightwear or swimwear, and some undergarments are intended for sexual attraction or visual appeal.

Diaper fetishism, nappy fetishism, or diaperism is a type of garment fetish in which a person derives pleasure from wearing or using a diaper. Though separate and distinct, diaper fetishism can also be used as a component of various other kinks, such as ageplay or paraphilic infantilism, which together form a spectrum of practices colloquially referred to as "adult baby/diaper lover" or "AB/DL".

Incontinence underwear is a type of reusable undergarment designed to absorb urine. It provides an alternative to traditional disposable incontinence products, which are often bulky and plastic-based. Due to concerns about the environmental impact of disposable products, incontinence underwear is becoming an alternative to pads. Only recently has the textile technology existed to enable the design and manufacture of reusable products with comparable functionality to a disposable pad or diaper.

<span class="mw-page-title-main">Period underwear</span> Menstrual garment

Period underwear are absorbent garments designed to be worn during menstruation. Period underwear is designed like conventional underwear but it is made up of highly absorbent fabrics to soak up menstrual blood. Most commercially manufactured period underwear makes use of microfiber polyester fabric. It is recommended that period underwear should be changed every 8-12 hours to avoid leakage and infection.

References

  1. 1 2 3 4 Newman, Andrew Adam (March 28, 2012). "A Young Spin on Incontinence, in Spots Skirting Images of Aging". New York Times. Retrieved 14 May 2012.
  2. ↑ O'Reilly, Terry (8 June 2017). "Now Splinter Free: How Marketing Broke Taboos". CBC Radio One. Pirate Radio. Retrieved 10 June 2017.
  3. ↑ "The Toilet Paper Encyclopedia". Kimberly-Clark. Archived from the original on 24 June 2018. Retrieved 14 May 2012.
  4. ↑ "Company overview". Kimberly-Clark. Retrieved 14 May 2012.
  5. ↑ Wohl, Jessica (December 15, 2008). "Kimberly-Clark revamps Depend line for men, women". Reuters. Retrieved 14 May 2012.
  6. ↑ "Kimberly-Clark Corporation Honors June Allyson And Her Humanitarian Contributions". Kimberly-Clark. July 11, 2006. Retrieved 14 May 2012.
  7. ↑ "Media Post: Kimberly-Clark launches largest campaign ever for its Depend brand". Archived from the original on 2011-09-27. Retrieved 2019-07-23.
  8. ↑ Boston Herald: Filmmaker's ad eyes sensitive topic
  9. ↑ Anderson, Tomika (April 13, 2012). "Lisa Rinna Does Depend Underwear Ad For Charity; Actress Raves About 'Fashionable' New Line". KVIA - ABC7. Retrieved 14 May 2012.[ permanent dead link ]
  10. ↑ Sorgi, Jay (March 29, 2012). "Packers LB Matthews to wear Depend undergarment in ad". WTMJ-620. Archived from the original on 2013-07-29. Retrieved 14 May 2012.
  11. ↑ Patch, Nick (May 4, 2012). "Stock, Brasseur take hits for Depend ad". The Canadian Press. Metro News. Retrieved 14 May 2012.[ permanent dead link ]
  12. ↑ "Year of the Depend Adult Undergarment". New York Times. September 18, 2008. Retrieved 14 May 2012.
  13. ↑ "Saturday Night Live Oops I crapped my pants" . Retrieved 3 August 2012.
  14. ↑ Archived at Ghostarchive and the Wayback Machine : Pierre McGuire too much information. YouTube .
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