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Industry Talk

Hanes launches Comfort, Period

An alternative to disposables without the premium price tag.

29th August 2022

Innovation in Textiles
 |  Winston-Salem, NC, USA


Hanes, headquartered in Winston-Salem, North Carolina, is introducing a line of competitively-priced period underwear under the brand Comfort, Period.

The products are designed to help users stay comfortable and confident during periods, even when sleeping, offering premium period protection without the premium price tag.

“Given recent headlines about women’s tampon shortages, Hanes is pleased to offer a low-cost, reusable alternative to disposable period products,” said Jaye Powell, vice president and general manager for US Women’s Innerwear at Hanesbrands. “Hanes Comfort, Period underwear items are washable and reusable so they can be worn again and again, making them easy on the pocket while helping to reduce waste.”

Thanks to a discreet, built-in stain protection liner the products protect against leaks through a multi-layer technology to wick moisture away and keep users dry and comfortable, while also absorbing liquid and preventing leaks.

In recent consumer testing conducted by Hanes, Comfort, Period underwear scored statistically higher on leak protection than the leading competitor in consumer wear tests. In addition, 75% of participants in the wear test agreed that wearing the Comfort, Period underwear would help them feel more confident.

Available at major retailers and directly to consumers through Hanes.com and retailer websites, two-packs range in price from $10.99 to $12.99 and three-packs from $15.99 to $19.99. The underwear line includes light (equivalent to 2 regular tampons) and moderate (equivalent to 3 regular tampons) absorbency levels, and various style offerings including bikini, brief and boy shorts.


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