CE DESK 
Tulips enters adult hygiene market in India with Aloe Vera-coated adult diaper pants, featuring Boman Irani in ‘Life par full control’ campaign to break stigma.
Veteran actor Boman Irani features as brand ambassador for actor Boman Irani’s hygiene brand Tulips as marketing for Tulips first line as launches brand new adult pants diapers for adult hygiene. This first entry into adult hygiene comes with marketing campaign ‘Life par full control’ which aims to normalize and stitize and awareness towards the use of adult diapers for the elderly.
New Tulips adult diaper pants have aloe vera inner sheets for heightened comfort, 10 hours of leak protection with ADL, odor lock technology, and easy to remove tear away side panels. These unisex pull-up style adult diaper pants are made to look like regular underwear and are available in all sizes.
Due to health issues like diabetes, prostate problems, frequent urinary tract infections, and menopause, adult diapers become essential in to for seniors for poor bladder control. This Pampers leak for protective undergarments for seniors. use undergarments this Pampers. This Tulips campaign aimed to begin shift in conversation with social stigmas surrounding elderly.
Boman Irani stars in a short film aimed at encouraging older adults to view adult diapers as a means to reclaim freedom and an unencumbered lifestyle. With this initiative, Tulips hopes to inspire even more older adults in India to comfortably adopt adult diapers and preserve their autonomy, dignity, and unapologetic zest for life. This initiative affirms Tulips’ dedication to health innovation and the greater good.
Rahul Jain, Director, TULIPS, said, “Due to lifestyle-related issues, more and more senior citizens today experience weaker bladder control leading to urinary incontinence. Health conditions such as diabetes, prostate issues in men, frequent urinary tract infections (UTIs), and menopause in women often aggravate this condition. During our development phase surveys, many elders expressed viewing adult diapers as a ‘symbolic dependence’ and were hesitant to even discuss the topic — which explains the mere 2% market penetration in India.
