In this 5-country ethnographic study, a leading CPG company learned that existing styles and packaging of incontinence products were contributing to immense shame.
LUR observed women repackaging and hiding products (and their condition) from their partners and family, and experiencing a lot of shopping anxiety.
R & D and the brand team came along to customer’s homes and experienced how customers use and store products. We then conducted cross-generational focus groups with women aged 20-80, to help normalize the condition and ideate on designs to suit all ages.
Insights resulted in a series of more realistic underwear designs, and a bonus finding that men want a stylized line of their own.