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How did it evolve from baby diapers to adult protective underwear? The wonderful history of Depend is revealed!
In the U.S. market, Depend has become synonymous with adult incontinence products, with a market share of nearly 50%. However, the history of this brand can be traced back to 1978. At that time, the Kimberly-Clark Company began manufacturing Huggies baby diapers, which paved the way for their future protective underwear products for adults.
The road to innovation
Depend first entered the market in 1984 as Conform, which was initially tested in the Green Bay market in Wisconsin. The earliest version existed in the form of pads, divided into ordinary and enhanced absorbent types, and could be worn alone or used under underwear, and also had a small elastic waistband to secure it.
The origin of Depend evolved from baby diaper technology and is committed to providing adults with a private and comfortable choice.
Gradual evolution
As demand increased, in 1987, Depend began offering fabric-feel non-fabric covering and plastic covering options. In 1988, following market trends, the entire range of products adopted absorption locking core technology, which transforms into gel when wet. By 1998, Depend introduced adult disposable pull-up briefs, a new product that not only featured improved absorbency but was also designed to provide better comfort and concealment.
Gender-specific products
In 2009, Depend made a major change and launched gender-specific adult underwear, designed for men and women respectively, which marked that the brand truly began to consider the specific needs of consumers. Compared with the original neutral designs, these new products have undoubtedly improved comfort and appearance, further expanding the consumer base.
In every product launch, Depend is always looking for ways to better meet people's expectations for comfort and functionality.
Advertising and cultural influence
Depend’s advertising strategy has evolved over the years. In the 1990s, the famous actress June Allyson was the main spokesperson of the brand. As time passed, the brand also began to invite some young celebrities to join their promotion activities. These communications not only showcase product features but also attempt to break social taboos around incontinence issues.
In a 2012 advertisement, many young celebrities became Depend product spokespersons, actively challenging people's prejudices against adult incontinence.
Future Outlook
As technology advances and the demand for absorbency increases, Depend continues to introduce new products to meet consumer needs. The Maximum Protection series launched in 2016 not only improved the design, but also further improved the absorbency to meet more diversified needs. More importantly, these products seem to perfectly combine fashion and functionality, allowing users to remain confident no matter what the occasion.
Review and reflection
Today, from the technological evolution of baby diapers to adult protective underwear, Depend continues to make breakthroughs in absorbency, comfort and design. Such advancements enable thousands of users to face their daily lives with more confidence. How will Depend in the future meet the unique needs of Millennials and Baby Boomers and promote rethinking of health and quality of life?
