• by Tanya Gazdik , May 19, 2021

Kimberly-Clark's Poise brand is launching a sweepstakes to support the launch of a product that handles both periods and bladder leaks. 

One by Poise is encouraging women to share their "Canfessional," or their two-in-one use of the bathroom, for the chance to win a $10,000 bathroom makeover. 

Through June 30, consumers are asked to tag @Poise, #Canfessional and #Sweepstakes for the chance to win. The brand has set up a microsite at Poise.com/Canfessional for the promotion.

The last year has put an unequal burden on women, per the brand. So, it’s no surprise almost three in five women (58%) have retreated to the bathroom for “me time,” according to a recent survey from Poise brand.  

From being on their phone (77%), to reading a book (30%) or eating a favorite treat (12%), women are using the bathroom to multitask.

The effort also includes digital paid media to increase awareness and trial of the product. The brand has also enlisted an influencer — designer, reality star and mom Whitney Port -- to share her personal Canfession to her 1.5 million Instagram followers. 

While women sometimes experience periods and bladder leaks simultaneously, traditional pads in the respected categories are not interchangeable, says Rebecca Dunphey, Kimberly-Clark North American personal care president. 

"As a brand dedicated to liberating women from the nonsense that holds them back, Poise is honored to debut the brand's unique liners and pads,” Dunphey says in a release. 

The global incontinence products market size was estimated at $14 billion in 2019 and is expected to reach $27 billion by 2030, per insightSlice, a market intelligence and strategy consulting company.

An expanding geriatric population, increasing awareness regarding incontinence and rising acceptance of incontinence are the major factors driving the growth of the incontinence care products market, per the report from insightSlice.