SCA padded out its Fempro portfolio last week, with the launch of Bodyform Invisible String Towels.
The launch spearheads the brand's new marketing strategy which includes a budget of £3.2m an increase of 68% on last year.
The tapered towel is a cross between Bodyform's String Pantyliner, launched last September, and the Invisible towel.
Instore launch support includes displays, retailer magazine ads and posters on toilet doors.
A TV ad scheduled for the end of March will run through spring and summer, along with cinema, outdoor and washroom ads, postcards in women's health clubs and sampling campaigns.
Marketing manager Martin Hodson said EDLP meant the category had declined in value, and towel sales had been affected by the launch of dedicated incontinence products.
"But around 15% of women now wear G-string underwear and the success of String pantyliners has shown there is still opportunity" he added.
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