POISE® Helps Manage LBL with '30 Days of Health and Wellbeing' Event

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Poise brand partners with ACP Magazines in a new approach to drive awareness and help normalise Light Bladder Leakage (LBL) among Australian Women.

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Kimberly-Clark's Poise® brand announces its Gold sponsorship of ACP Magazines' 30 Days of Health and Wellbeing event in Sydney running throughout June 2011, engaging women on issues such as health, fitness, lifestyle and nutrition.

The innovative multi-platform campaign includes a Spa Day weekend on June 4-5 at stylish Sydney venue, Establishment, where the Poise brand will run its Poise Pilates program aimed at helping women manage LBL (Light Bladder Leakage) through a healthy lifestyle. A healthy lifestyle can help prevent or minimise LBL and other bladder problems.

In July, ACP's Good Health and Australian Women's Weekly Magazines will feature real Australian women from all walks of life talking about their own experiences with LBL, as the Poise brand takes a new approach to drive awareness and help normalise LBL.

1 in 3 women over 35 experiences LBL yet most are in denial. According to Senior Brand Manager, Bryan Win, denial is a big factor for women with LBL as they find it really difficult to talk about it.

"By running Poise Pilates sessions at the 30 Days of Wellbeing event and by showcasing women of all ages and backgrounds speaking openly about their LBL, we're hoping to de-stigmatise this common issue and give other women the freedom and confidence to talk about it," says Win.

Poise Pilates was developed in association with a leading obstetric physiotherapist and teaches women how to build core stability, improve balance and strengthen and exercise pelvic floor muscles which all can improve bladder control. Win says, "We want to show that Poise is a brand that understands women and the importance of health and wellbeing. Not only is there a great range of Poise products to help manage LBL, our Poise Pilates program can help women activate their pelvic floor muscles and regain bladder control."

Details for Poise Pilates Classes

  •     ACP's 30 Days of Health & Wellbeing – Spa Day Weekend
  •     Establishment, George St, Sydney NSW
  •     June 4-5'

Articles with women talking about LBL and Poise products will feature in:

  •     Good Health magazine – July Issue (on sale date June 1)
  •     Australian Women's Weekly magazine – July issue (on sale date 29 June)

New Poise Ultrathins with Aloe Vera and Vitamin E
In 2011 the Poise brand is upgrading its Poise Ultrathins with the product soon to be available with Aloe Vera and Vitamin E. Poise Ultrathins are ultra-discreet, three times more absorbent than most period-only ultrathins and specifically designed for LBL.

BACKGROUND INFORMATION

  •     LBL statistics:

o    1 in 3 women over 35 suffer from LBL
o    70% of these woman suffer as result of childbirth or menopause
o    Poise liners and ultrathins are specifically designed for LBL and are up to three times more absorbent than the equivalent period only product.
o    Only 26% of women who suffer from LBL are using a product specifically designed for it (52% using a fem care/period only product which is not designed to absorb urine and is often not effective, 22% use no product)

  •     Poise TVC – It Happens To Me

o    Throughout 2011 Poise will continue their hugely successful 'It happens to me' TV campaign.
o    The innovative campaign utilises the LBL acronym to de-stigmatise the issue and give women a code name so that they can be more comfortable in talking about it.
o    The 30 second TVC which features women describing different instances where "it happens to me" will feature on free to air and subscription TV.
o    The 30 sec TVC will be supported by a 15 second TVC highlighting that POISE® Liners which have been specifically designed for LBL are thin, discreet and three times more absorbent than period-only liners making them perfect for young women who don't want to wear 'bulky' pads.

  •     Kimberly-Clark is a global leader in "Essentials for a better life" in Consumer, B2B and Health Care markets.
  •     Kimberly-Clark Australia (KCA) is headquartered at Milsons Point, Sydney NSW.
  •     The company markets leading brands including KLEENEX® products, HUGGIES® products, the KOTEX® , POISE® DEPEND® ranges, and VIVA® paper towel.
  •     Kimberly-Clark Professional and Kimberly-Clark Health Care represent the company's B2B businesses.
  •     KCA employs over 1650 employees in Australia and operations include:

o    Millicent & Tantanoola Mills: Kleenex® Tissue and Viva® Products
o    Albury Mill: Nonwoven products, eg used in Huggies® Nappies
o    Ingleburn Mill: Huggies® Nappies
o    Distribution centres and sales offices in major capital centres

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Bryan Win

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