TENA Men: Tackling a taboo

TENA Men, the Swedish brand of products for men with incontinence, used a design inspired by the automotive industry and the semiotics of performance and control to increase global growth.

Design consultancy: Design BridgeAdvertiser: SCA (Essity)

Executive Summary

Despite the steady growth of the global incontinence market, driven by a quickly aging population, the specific male incontinence category touching 1 in 4 men over 40 years old, remains untapped with low awareness and market penetration of purpose-made products specifically made for men. Although the incontinence market world leader and offering more male specific products than anyone else, SCA was losing shares.

With male grooming booming and the awareness of male bladder weakness so low, SCA briefed us to redefine the positioning and redesign of the TENA Men...

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