Harman Patil

Carefree (feminine hygiene)

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Product type  Pantiliners
Country  United States
Markets  Worldwide
Owner  Edgewell Personal Care
Introduced  1976
Website  www.carefreeliners.com
Carefree (feminine hygiene)

Carefree is a brand of pantyliners (although originally the brand name belonged to tampons) from Johnson & Johnson. In the US 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).



"Carefree" panty liner was introduced in 1976 (trademark registered on May 27, 1976) and by the end of 70s captured more than half of the market. 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) for every day use.

In 1997 "Carefree" held 10% market share in the USA sanitary protection market.

In 2001 black pantyliner "Carefree Black" was launched.

In 2008 "Carefree" introduced its "Ultra Protection" line which has been discontinued sometime in 2012.

In 2012 the brand aired controversial TV advertising for Carefree Acti-Fresh pantyliners in New Zealand and Australia, mentioning the word "vagina". As soon as the ad appeared Advertising Standards Bureau received nine complaints.


The Carefree product line contains the following:

  • Original
  • Thong
  • Ultra Protection
  • References

    Carefree (feminine hygiene) Wikipedia

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