SCA has upgraded its Lights by Tena range, which is being supported by a new C’est La Vie campaign featuring TV and digital activity. The firm has also improved its Tena Lady pants.

The range upgrade means Lights by Tena have a narrower core for more flexibility. In addition, the range will receive a packaging update, with new messages highlighting the brand’s FeelFresh technology, which locks in moisture and controls odour for lasting dryness. Lights by Tena Ultra Towels will also carry a claim that they can absorb two times faster than ordinary ultra towels, and that the product is five times drier than regular liners.

“With Lights By Tena we want to break the taboo of bladder weakness,” said brand manager Anna McCrory. “It’s our role to de-dramatize and reassure people.” She claimed that with over nine million people in the UK and one in three women over 35 being affected by bladder weakness, it was just as common as asthma and arthritis.

“One in 10 women admit that bladder weakness has stopped them doing something in their normal routine,” said McCrory. “It’s sad when there’s a good product available.”

“We wanted Lights by Tena to speak in more of an everyday tone, in less medical language,” said McCrory. “When people are experiencing bladder weakness, they often reach for their usual liners, but these products aren’t designed to hold urine. 60% of women are using products that aren’t designed for bladder weakness, which is why they might experience leakages.”

The C’est La Vie campaign is a light-hearted ad, aimed at making women realise that bladder weakness isn’t a big deal. “The lady in the ad has a carefree attitude – she had an ‘oooops moment’ but it doesn’t matter,” said McCrory.

The brand has also updated its pelvic floor fitness app with new exercise level settings and a new help and support section.

Lights by Tena’s target audience are 30-45 year old women, many of whom have had children. It is also hoping to reach pregnant women and new mums.

Meanwhile, the new Tena Lady pants are the firm’s ‘most underwear-like pant ever’. They are designed for moderate bladder weakness and claim to offer triple protection. Made with cotton fabric and with a thinner core, the product boasts fresh odour control and a feminine design with flowers. Tena brand manager Rachael Sumner explained that the product was available in smaller pack sizes, which look like a pack of pads, “so there’s less of a stigma to put them in your basket”.

“The move from pads to pants is the biggest challenge in industry,” she added. “We want to educate these women that they are not on their own.”

Tena has grown from a £57m brand in 2011 to a £100m brand today (IRI date to 52 w/e 23 January 2016). Bladder weakness is the fifth highest contributor to the health and beauty market, contributing £13.4m, claims the firm.