The company behind the world famous Huggies' diapers, Kimberly-Clark, has now launched an adult version of the diapers targeting adults. The "Depend Silhouette line" diapers are being marketed as a fashionable way of seeking protection from overactive bladders.
The company has even produced a rap music video on YouTube urging people to "drop their pants for underwareness." A description under the video reads: "We're on a mission to support the millions who need a different kind of underwear. It's called Underwareness. In this music video, Depend employees drop their pants to support the over 65 million adults who struggle with incontinence and overactive bladders".
"We're trying to make the product more normal, and even fun, with real people in our ads saying, 'Hey, I have bladder leakage, and it's no big deal,' " said Jay Gottleib, head of Kimberly-Clark's adult and feminine-care business in North America, according to Bloomberg Business. The Silhouette Active Fit diapers for women come in black and beige and are low rise for superior comfort. Meanwhile, Depend Real Fit diapers are a slimmer version of the briefs catering the male market and are offered in blue and grey.
According to reports, the adult-diaper market has seen a rapid growth in comparison to demand for other paper-based household products in the US. If the trend continues, according to estimates, sales of adult diapers will eventually surpass those for babies, especially with the impact of other factors, like declining birth rates.
Pregnancy and childbirth have led to bladder issues in a growing number of women with the Urology Care Foundation estimating that one in three adults suffer with the problem – 80% of them being women. Several celebrities have come forward to support the "Depend" diapers, including TV star Sheryl Underwood.