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GREAT NECK, N.Y. — First Quality Consumer Products LLC this week launched the first-ever national campaign for its Dri-Fit ingredient brand.
Dri-Fit technology is used in First Quality’s Prevail incontinence, store-brand feminine care and incontinence products and is designed to promote skin health by managing consumers’ microclimates, the small layer of air between skin and clothing.
Themed “Feel More Natural,” the campaign aims to educate consumers about the blend of natural and synthetic fibers found in products with the Dri-Fit logo, as well as increase knowledge about managing their microclimate to help keep their skin more dry, comfortable and healthy.
Dri-Fit’s new MadeWithDriFit.com website provides insight into the science behind Dri-Fit, with a detailed illustration and instructional video of Dri-Fit innovations plus statistics related to Dri-Fit performance.
Meanwhile, the brand’s advertising campaign takes a “real people” approach, highlighting that whether it’s a first period, first child or first incident of incontinence, the biggest changes in life are often the most difficult, First Quality said. Told through the story of a father and daughter (see video above) growing old together, the campaign’s creative content shows snippets of their biggest life changes and points to how Dri-Fit can help to make these changes “Feel More Natural.”
Feminine care and incontinence products with the Dri-Fit system include protective underwear, bladder control pads/liners, ultra-thin maxi pads, thick maxi pads and panty liners and are sold at all major food, drug, mass, dollar, e-commerce and club chains. Consumers can look for the Dri-Fit logo to see products that contain the technology.
“While Millennials are leading the demand for store-brand products, we’ve also seen a growing interest across older demographics and want to help consumers of all generations feel more natural when experiencing periods or incontinence,” First Quality stated. “As an industry leader in the manufacturing and supply of store-brand feminine care and incontinence products, we want products featuring the Dri-Fit logo to be known as innovative, accessible and affordable options for consumers.”
