Tuesday, May 16, 2000

P&G testing women's product

By Randy Tucker
The Cincinnati Enquirer

        Procter & Gamble's new-product pipeline has arrived in Eau Claire, Wis., where the Cincinnati consumer-goods behemoth is test-marketing a new feminine-protection brand.

        P&G, which has introduced more than a half-dozen of what it calls “new-to-the world” brands since last summer, has been selling Envive interlabial miniforms in Eau Claire since April.

        Durk Jager, P&G's president, chairman and chief executive, has made introducing new products around the world faster and more efficiently a cornerstone of the company's Organization 2005 restructuring.

        Envive is made of contoured soft, absorbent material designed to fit and move naturally.

        It offers women feminine protection without the invasiveness of tampons or the bulk of regular pads, although Envive can be used as a supplement with other feminine products, spokeswoman Elaine Plummer said.

        “Some women don't like the internal aspects of tampons, and others find pads uncomfortable. This is a new option,” Ms. Plummer said.

        Envive is being sold in stores alongside P&G's leading feminine brands, Always and Tampax.

        A package of 32 miniforms costs about $3.99.

        Ivan Gomez, brand manager for Envive, said he recently visited Eau Claire and that early consumer response to the brand has been good.

        “Things there are really going well; a lot of buzz and excitement,” Mr. Gomez said.

        The market test is being supported with TV, radio and print ads from D'Arcy Masius Benton & Bowles in New York.

        Internet agency AnswerThink is handling online promotions for the brand, which has its own Web site at www.enviveminiforms.com.


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