Carefree is an American brand of pantyliners (although originally the brand name belonged to tampons[1]) from Johnson & Johnson. In the US, the 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).[2]
History
"Carefree" panty liner was introduced in 1976[3] (trademark registered on May 27, 1976[4]) and by the end of the 70s captured more than half of the market.[3] 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[5]) for everyday use.[6]
In 1997, Carefree held a 10% market share in the USA sanitary protection market.[7]
In 2001, the black pantyliner Carefree Black was launched.[8]
In 2008, Carefree introduced its Ultra Protection line[9] which was discontinued sometime in 2012.
In 2012, the brand aired a controversial TV ad for Carefree Acti-Fresh pantyliners in New Zealand and Australia, mentioning the word "vagina". As soon as the ad appeared, the Advertising Standards Bureau received nine complaints.[10]
Products
The Carefree product line contains the following:
- ACTI-FRESH™
- Original
- Thong
- Ultra Protection
External links
References
- Revised code flirts with rich new market: NAB boards loosen personal-products restrictions, admit feminine sprays to TV, tampons to radio Broadcasting, 1969-01-20, retrieved November 20, 2015^
- Greta Weiderman. Energizer to pay $185 million for Johnson & Johnson's feminine products brands St. Louis Business Journal, 2013-07-31, retrieved 2014-10-18^
- Thomas Heinrich, Bob Batchelor. Kotex, Kleenex, Huggies: Kimberly-Clark and the Consumer Revolution in American Business Ohio State University Press, 2004^
- Word mark:Carefree United States Patent and Trademark Office, retrieved 2014-10-18^
- Bernice Kanner. Strategic Air Command New York Magazine, 1984^
- Now, Light Protection So Comfortable You'll Wear It Any Time Woman's Day, 1978-02-03, retrieved 2014-10-18^
- (accessed at The Free Library) Ellen Lees Wuagneux. Sharp division in the private label sanitary protection market Nonwovens Industry, 1997-03-01, retrieved 2014-10-18^
- Jack Neff. Mouthwash strips get $40 mil push Advertising Age, 2001-07-09, retrieved 2015-11-20^
- (accessed at The Free Library) Magdalena Kondej. Where do the opportunities lie in feminine hygiene? Sanitary protection currently stands at $22 billion globally and registered 10% growth in 2008, with rising uptake in emerging markets countering slowing sales in developed markets Nonwovens Industry, 2009-11-01, retrieved 2014-10-18^
- Carefree Ad Offends Some With Language Like 'Vagina' And 'Discharge' (VIDEO) The Huffington Post, 2012-07-16, retrieved 2015-11-20^