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Essity Launches Reusable Menstruation Underwear

Published on Jul 2 2021 5:40 AM in A-Brands tagged: Essity / Tena / City to Sea / Bodyform

Essity Launches Reusable Menstruation Underwear

Essity has launched a range of reusable menstruation and incontinence underwear offering consumers a more sustainable alternative to disposable products.

The Bodyform and TENA reusable underwear launches comes at a moment when the reusable market is diversifying, and consumers are actively looking for alternative sustainable products.

According to the global hygiene and health company, the new range of washable absorbent underwear offer eight hours of protection and come in a wide variety of sizes, colours and styles to suit the different needs of consumers.

The underwear is available in sizes from small to extra-large, come in bikini, hipster and classic brief cuts and performance is guaranteed for a minimum of 50 washes.

#EndPeriodPlastic

Research shows that over 50% of women are now aware of the environmental impact of the period products they use, increasing seven-fold between 2016 and 20191.

With consumers claiming they are willing to spend up to 12% more for sustainable products, the data shows.

“It’s no secret that we are all becoming more conscious of our impact on the planet. Our decision to launch Bodyform and TENA washable underwear aims to provide consumers with products they want to see, that are kinder to the planet, from brands they know, love and trust," said Nicola Coronado, marketing director UK&ROI, Essity.

"As the world is becoming more conscious, and the reusable market continues to evolve at speed, we want to ensure the category is well equipped with forward thinking and diverse products, that provide the same, if not better functionality of those that already exist,” she added.

Ella Daish, environmental activist and founder of the #EndPeriodPlastic Campaign, has supported the move by Essity having challenged the company to consider offering more sustainable options back in 2019, Essity said.

"It is fantastic to see both Bodyform and Tena, big brands in the period and incontinence industry, leading the way in becoming more sustainable by launching reusable underwear. This is a hugely positive step that will help make green options mainstream and accessible to the masses," Daish said.

Essity And City to Sea

Essity experts have also worked collaboratively and transparently, alongside plastic pollution campaigning organisation City to Sea, part of the Women’s Environmental Network (WEN) discussing ways to bring more sustainable alternatives to the UK and ROI market.

Jasmine Tribe, campaigns manager at City to Sea who runs the ‘Plastic Free Periods’ campaign said, "For years now we’ve been lifting the lid on the hidden plastic in period products and campaigning to make it easier for everyone to have plastic-free periods.

"A big part of this is the mainstreaming of plastic-free and reusable products by making sure these are offered by consumers favourite brands," she added.

The new Bodyform and TENA washable absorbent underwear ranges is now available in Tesco stores & online on Tesco.ie

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