New TENA Lady Discreet range

Our new range is 20% thinner, yet just as secure. So it's more discreet for women and creates more demand from customers.

A significant opportunity

1 in 3 women experience urine incontinence at some point in their life[1], but less than a quarter use the appropriate protection[2]. While these customers want to feel protected, they see incontinence protection as bulky and embarrassing, and need a solution that’s not only secure, but also discreet.

Meeting women's most important needs

At TENA, we understand your customers’ unique needs and we continuously evolve our products in order to meet these needs. That’s why New TENA Lady Discreet is now 20% thinner than before, but still just as secure – so you can offer your female customers total discretion as well as the leakage security they need.

A new solution that your customers will love

The new TENA Lady Discreet range has innovative features to give women security and discretion where it matters most.
Preferred by women for discretion, security, fit and appeal vs the current product.[4] Over 80% wanted to buy NEW TENA Lady Discreet after trying the products.[3]
  • microPROTEXTMtechnology for increased discretion with the same security
  • Feminine printdesign for enhanced femininity and reassurance
  • Body-shaped core for improved comfort and fit
  • New wrap for improved feminine appeal


New packaging to appeal to customers

New TENA Lady Discreet has an appealing and feminine new pack design that stands out on the shelf. Clearly illustrating the product benefits, it encourages purchase amongst new and existing customers. Nearly 80% have positive purchase intent towards the new design.[3] And with a smaller size, it’s even more convenient to stock.

2000x1000_Promo Box THREE PACKSnew.jpg


1Abrams P et al. Incontinence, 5th EDITION 2013. 5th International Consultation on Incontinence. Paris. February; 2012.
2Other solutions include female sanitary liners and products, medication, surgery, adding tissue and makeshift materials inside underwear, no solution; IPSOS Brand health tracking, users aged 35-45 years, US, FR, UK, DE, 2010. 
3NIELSEN Quant CUT Discreet Mini & Normal, Q1 2016 
4SCANDINFO - Quant pairwise product test (new vs current Normal) in FR, Q4 2015.