Carefree is an American brand of

pantyliner A pantyliner (also pantiliner, panty liner or panty shield, vaginal cover) is an absorbent piece of material used for feminine hygiene. It is worn in the gusset of a woman's panties. Some uses include: absorbency for daily vaginal discharge, light ...

s (although originally the brand name belonged to tampons) from Johnson & Johnson. In the US, the Carefree brand was formerly marketed by McNeil-PPC and currently being marketed by

Edgewell Personal Care The Edgewell Personal Care Company is an American multinational consumer products company headquartered in Shelton, Connecticut. It was formed in 2015 following the corporate spin-off from Energizer Holdings. Edgewell Personal Care was formed ...

(along with other US feminine hygiene brands from Johnson & Johnson).

History

"Carefree" panty liner was introduced in 1976 (

trademark A trademark (also written trade mark or trade-mark) is a type of intellectual property consisting of a recognizable sign, design, or expression that identifies products or services from a particular source and distinguishes them from othe ...

registered on May 27, 1976) and by the end of the 70s captured more than half of the market. It was promoted as a perfect solution for a "fresh-dressed woman" (

tagline In entertainment, a tagline (alternatively spelled tag line) is a short text which serves to clarify a thought for, or is designed with a form of, dramatic effect. Many tagline slogans are reiterated phrases associated with an individual, s ...

"For the fresh-dressed woman" has been developed by SSC&B

advertising agency An advertising agency, often referred to as a creative agency or an ad agency, is a business dedicated to creating, planning, and handling advertising and sometimes other forms of promotion and marketing for its clients. An ad agency is generally ...

) for everyday use. In 1997, Carefree held a 10% market share in the USA sanitary protection market. In 2001, the black pantyliner Carefree Black was launched. In 2008, Carefree introduced its Ultra Protection line which was discontinued sometime in 2012. In 2012, the brand aired a controversial TV ad for Carefree Acti-Fresh pantyliners in

New Zealand New Zealand ( mi, Aotearoa ) is an island country in the southwestern Pacific Ocean. It consists of two main landmasses—the North Island () and the South Island ()—and over 700 smaller islands. It is the sixth-largest island count ...

and Australia, mentioning the word "

vagina In mammals, the vagina is the elastic, muscular part of the female genital tract. In humans, it extends from the vestibule to the cervix. The outer vaginal opening is normally partly covered by a thin layer of mucosal tissue called the hymen ...

". As soon as the ad appeared, the Advertising Standards Bureau received nine complaints.

Products

The Carefree product line contains the following: *ACTI-FRESH™ *Original *Thong *Ultra Protection

References

External links

Carefree Official Website
Feminine hygiene brands Products introduced in 1976 Personal hygiene products Edgewell Personal Care {{Product-stub