Carefree (feminine hygiene)

Carefree is a 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 logo.jpg
Product typePantiliners
OwnerEdgewell Personal Care
CountryUnited States
Previous ownersJohnson & Johnson (US only)


"Carefree" panty liner was introduced in 1976[3] (trademark registered on May 27, 1976[4]) and by the end of 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 every day 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 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]


Carefree Cotton Pantylinner

The Carefree product line contains the following:

  • Original
  • Thong
  • Ultra Protection

See alsoEdit


  1. ^ "Revised code flirts with rich new market: NAB boards loosen personal-products restrictions, admit feminine sprays to TV, tampons to radio" (PDF). Broadcasting. 76 (3): 26. 1969-01-20. Archived from the original (PDF) on November 27, 2014. Retrieved November 20, 2015.
  2. ^ Greta Weiderman (2013-07-31). "Energizer to pay $185 million for Johnson & Johnson's feminine products brands". St. Louis Business Journal. Archived from the original on 2014-10-25. Retrieved 2014-10-18.
  3. ^ a b Heinrich, Thomas; Batchelor, Bob (2004). "Chapter 5". Kotex, Kleenex, Huggies: Kimberly-Clark and the Consumer Revolution in American Business. Ohio State University Press. p. 182. ISBN 0814209769.
  4. ^ "Word mark:Carefree". United States Patent and Trademark Office. Archived from the original on 2018-03-25. Retrieved 2014-10-18.
  5. ^ Kanner, Bernice (1984). "Strategic Air Command". New York Magazine. 17 (49): 23.
  6. ^ "Now, Light Protection So Comfortable You'll Wear It Any Time". Woman's Day. 1978-02-03. Archived from the original on 2014-10-18. Retrieved 2014-10-18.
  7. ^ Ellen Lees Wuagneux (1997-03-01). "Sharp division in the private label sanitary protection market". Nonwovens Industry. Archived from the original on 2014-10-18. Retrieved 2014-10-18. (accessed at The Free Library)
  8. ^ Jack Neff (2001-07-09). "Mouthwash strips get $40 mil push". Advertising Age. Archived from the original on 2015-11-21. Retrieved 2015-11-20.
  9. ^ Magdalena Kondej (2009-11-01). "Where do the opportunities lie in feminine hygiene? Sanitary protection currently stands at $22 billion globally and registered 10% growth in 2008, with rising uptake in emerging markets countering slowing sales in developed markets". Nonwovens Industry. Archived from the original on 2014-10-18. Retrieved 2014-10-18. In the U.S., Johnson & Johnson recently extended its Carefree range to include Ultra Protection Liners, which the company claims are 10 times more absorbent than an ordinary liner, promising the protection of a pad combined with the comfort of a liner. Product innovation remains the key to maintaining consumer interest in panty liners, and, as is the case in pads, manufacturers are likely to concentrate on developing more discreet products with increased absorbency, which are also suitable for everyday use. (accessed at The Free Library)
  10. ^ "Carefree Ad Offends Some With Language Like 'Vagina' And 'Discharge' (VIDEO)". The Huffington Post. 2012-07-16. Archived from the original on 2015-11-20. Retrieved 2015-11-20.

External linksEdit