Adult diaper start-up, Norton Hurley, receives over 120,000+ sample requests in 4 days

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When Norton Hurley partnered with Pelz, one of the largest manufacturers of products in Europe, neither could anticipate the massive response to the US release of their pads and pullups. Customers were formally introduced to Pelz’s flagship brand, Caroli, just last month, in January 2020.

I actually ended up letting a family member use them during an "OH NO!" moment while visiting. They said they were a great fit and worked great. No problems with leakage!

In January of 2019, Norton Hurley launched the first iteration of its incontinence product line to gain market insight through user surveys. The feedback provided by the initial pilot group of 300 users proved to be so invaluable that a decision was made to officially launch with Caroli products this past January.

In total, over 120,000 customers ordered a free sample of a Caroli brief, pad, or guard, and were encouraged to provide feedback after their trial run.

Staffed with medical professionals, Norton Hurley set about addressing the rush of product-focused questions that came in after the sample campaign.

Overall, the feedback was incredibly positive:

“Absolutely, love these products. Holds a lot of leakage. Keep the panties dry. Stays in place after leakage occurs. Do not weigh you down after leakage is absorbed into the pad. Large enough to cover the whole area. Comfortable to wear. Comes off with ease. Highly recommend” -Sherrie O'neill, Submitted through TrustPilot

“I actually ended up letting a family member use them during an "OH NO!" moment while visiting. They said they were a great fit and worked great. No problems with leakage!” -CC., Submitted through TrustPilot

When asked about the success of the campaign, Norton Hurley’s Andrea Hipolito responded,

“I’m not surprised it went this well. These products actually are great. We’re hoping to carry over the momentum into every interaction we have with new and existing customers. Choosing the right products that meet YOUR individual needs is the most important thing and it shouldn’t be a task. We’re here to help you through the process of finding what works…so you can get back to living your life!”

Reliable, discreet, competitively priced, and sustainable, Caroli products are the ideal next step for a user frustrated with poorly made ‘solutions’. Norton Hurley is proud to be the first direct to consumer partner for Caroli product expansion into the U.S. market.

Norton Hurley plans to expand its product offerings and reach in the next quarter to ensure they’re addressing every user's needs. Reliability and affordability remain the end goal. The brand is on a mission to service the millions of people who deal with incontinence in the United States and Europe every day.

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Emilia Anderson
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Norton Hurley
since: 12/2018
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