“The first few years of having a period can be challenging for tweens, teens and their parents. Our customers have repeatedly requested a product designed for young people with periods, and we listened,” said Maria Molland, the chief executive officer of Thinx. “With the launch of Thinx (Btwn), parents have the opportunity to help ease their tween and teen into period management by providing an easy-to-use and eco-friendly solution to what can be a stressful time.”
Thinx (Btwn), a brand targeting teens and tweens, has just created an innovative line of period-proof underwear.
According to a 2018 Women’s Wear Daily report, the collection features the same Thinx technology that absorbs and prevents leaks. It’s made from organic cotton and comes in three colors — Beet Juice, Let’s Polka! and Tidal Wave — and three silhouettes — shorty, bikini, and brief. Each silhouette’s packaging features a period mascot that educates teens on the different phases of menstruating. They include a horse, which is featured on the shorty silhouette box that’s meant to signify “Enjoy the ride”; a cat is placed on the bikini packaging, which identifies “stay curious,” and a sloth is on the brief packaging, which represents “laze away.”
Thinx (Btwn) believes these characters provide teens and tweens the chance to identify their period style and understand the feelings associated with having a period. Each pair of underwear retails for $23 or they can be bought as a pack titled the “Fresh Start Period Kit” that will sell for $59. The collection will be available on Sept. 6.
According to the brand’s website, Thinx are to be worn as a replacement or back-up to traditional period products. “Depending on your flow (light, medium, heavy), our period-proof undies can replace pads, liners, and tampons, or be worn with tampons and cups for extra protection. Like regular underwear, but so much better.”
