Beiersdorf, Inc.: The Ouchless Bandage campaign

Curad bandages have introduced a number of innovations in adhesive bandage technology. The first significant advance was during the mid-1950s when Curad changed the construction of the typical adhesive bandage strip.

Beiersdorf, Inc.: The Ouchless Bandage campaign

Christine Minderovic

Overview

Curad bandages have introduced a number of innovations in adhesive bandage technology. The first significant advance was during the mid-1950s when Curad changed the construction of the typical adhesive bandage strip. Curad replaced the square of gauze padding with a layer of Telfa padding, which consequently made the Curad bandage strip "ouchless."

General concepts such as ease of use and quality have always been the gold standard in advertising, but with wound care products "painless" was the operant word, especially in satisfying the needs of baby boomer families. Many remembered the...

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