Adult Underwear No Longer Being Given the Silent Treatment

Multiple Causes
Incontinence isn't a normal part of aging, though the risk of it rises as someone gets older, Muller said. The loss of bladder or bowel control may be a symptom of some other condition, such as Parkinson's disease, a stroke or urinary tract infections.

Incontinence may also be a result of pregnancy or childbirth, which partially explains why as many as 80 percent of those suffering from incontinence are women, according to the association for continence.

For men, incontinence sometimes occurs after surgery for prostate cancer.

As embarrassing as the condition may be, its consequences can be nothing short of terrifying for seniors who had planned to grow old at home.

Molly Shomer, a Dallas social worker who helps families arrange for the care of frail individuals, says incontinence is often the reason an elderly parent must pack up and move into an assisted-living community or skilled nursing facility.

"Almost more than anything else, it's the one thing that causes older adults to lose their independence," she said.

Treatments for incontinence range from pelvic muscle exercises to medications to surgery, Muller said. But wearing protective undergarments, like Depends, often becomes part of the daily regimen for people trying to control it.

Muller hopes the marketing campaigns for the new, gender-specific underwear will increase the public's understanding of incontinence and encourage sufferers to talk more openly about the practical problems they face.

Kimberly-Clark executives say they appreciate how difficult a frank conversation can be.

"We know that shopping for Depends can be stressful," said Greg Fries, senior brand manager. "People don't want to be seen in the aisle with the incontinence products. Some customers will even go outside their neighborhood to avoid running into a friend."

So, besides redesigning its product, Kimberly-Clark has simplified the packaging to make it easier for shoppers to spot the gender and size they need. That way, Fries said, customers can quickly toss their Depends in the shopping cart and be gone.