Carefree (feminine hygiene)
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| Product type | Pantyliners |
|---|---|
| Owner | Edgewell Personal Care |
| Country | United States |
| Introduced | 1976 |
| Markets | Worldwide |
| Previous owners | Johnson & Johnson (US only) |
| Website | carefreelinersandpads.com |
Carefree is an American brand of pantyliners (although originally the brand name belonged to tampons[1]) from Johnson & Johnson. In the US, the Carefree brand was formerly marketed by McNeil-PPC and currently being marketed by Edgewell Personal Care (along with other US feminine hygiene brands from Johnson & Johnson).[2]
"Carefree" panty liner was introduced in 1976[3] (trademark registered on May 27, 1976[4]) and by the end of the 70s captured more than half of the market.[3] It was promoted as a perfect solution for a "fresh-dressed woman" (tagline "For the fresh-dressed woman" has been developed by SSC&B advertising agency[5]) for everyday use.[6]
In 1997, Carefree held a 10% market share in the USA sanitary protection market.[7]
In 2001, the black pantyliner Carefree Black was launched.[8]
In 2008, Carefree introduced its Ultra Protection line[9] which was discontinued sometime in 2012.
In 2012, the brand aired a controversial TV ad for Carefree Acti-Fresh pantyliners in New Zealand and Australia, mentioning the word "vagina". As soon as the ad appeared, the Advertising Standards Bureau received nine complaints.[10]
