Carefree by Johnson & Johnson wanted to rebrand their Carefree Pantiliners.
The idea behind the Treat Yourself! line is for women to be confident, vibrant, and Carefree when buying and using pantiliners.
Behavioral Engineering and Analysis revealed women tend to hide pantiliner product when buying in the store, as well as, when going to the restroom in a public place to use a pantiliner. Women tend to be ashamed that, well, they are women!
The Treat Yourself! by Carefree rebrand is empowering women to be confident with their womanhood.
The Treat Yourself! line redesigned the pantiliner itself to be folded an additional time in manufacturing to produce a 3-fold product that fits in the palm. Notice each liner looks like a piece of colorful candy!
The Treat Yourself! line includes 3 different sized packages for POS. The Funsize Polybag holds 16 liners, the Midsize bag holds 32 liners, and the Queen size holds 64 liners.
