GREAT NECK, N.Y., Nov. 7, 2016 /PRNewswire/ -- First Quality Consumer Products, LLC and its affiliated companies (collectively "First Quality") are bringing a new standard of performance to absorbent hygiene products through their ingredient brand, Dri-Fit™. Dri-Fit™ innovations are found within Prevail® incontinence, store brand feminine care and incontinence products, and help promote skin health by managing consumers' microclimates - the small layer of air between your skin and whatever you're wearing. With an innovative blend of natural and synthetic fibers, Dri-Fit™ provides features that reduce pressure, moisture and temperature to ultimately help keep skin more dry, comfortable and healthy.
As a leading manufacturer and supplier of store brand feminine care and incontinence products, First Quality has focused on driving growing enthusiasm for store brand products by developing the Dri-Fit™ innovation, which drives break-through innovation not just for store brands, but the broader category. And consumers are taking notice. In fact, according to a report by Mintel, 97 percent of shoppers age 18-36 say they're likely to buy a store brand, and 42 percent agree store brand products are more innovative than name brand ones. "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," said First Quality. "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." To further educate consumers about Dri-Fit™ innovation, First Quality announced this week the launch of its first ever national campaign for Dri-Fit™, highlighting that the Dri-Fit™ technology found within Prevail® and store brand feminine care and incontinence products helps consumers "Feel More Natural™". The brand's new website provides insight into the science behind Dri-Fit™ innovations, featuring a detailed illustration and instructional video of Dri-Fit™ innovations, as well as statistics related to Dri-Fit™ performance. The campaign aims to educate consumers about the unique blend of natural and synthetic fibers found within products with the Dri-Fit™ logo and help increase knowledge related to managing consumers' microclimate. The brand's advertising campaign takes an honest approach, rejecting the trope of smiling couples walking on beaches, and instead highlighting what real people already know: whether it's a first period, first child or first incident of incontinence, the biggest changes in life are often the most difficult. Told through the story of a father and daughter growing old together, the campaign's creative content showcases the strength of their relationship by featuring snippets of their biggest life changes, while pointing to how Dri-Fit™ can help to make tough changes Feel More Natural™.