Passion for People Drives Product Research

Many children suffer from incontinence (or bedwetting) at night, which can bring physical and emotional stress on a child and their loved ones. It’s hard on kids, who feel embarrassed when they have nighttime accidents; and it’s hard on parents, who want to help their kids feel better and get sleep themselves. Sleepovers turn into nightmares, and it became clear that existing products on the market were not hitting the mark and truly meeting everyone’s needs. So, we got to work.

We knew that designing a superior product would require a deep understanding of the life challenges of these consumers, including both children and their parents. After speaking with and, importantly, listening to both groups, we began to learn more about the stressors of bedwetting, and how those translated into priority product features. For example, we learned that children care about the sound the underwear makes when wearing pajamas or the ability of the underwear to capture odor, especially when an accident occurs overnight.

Armed with these insights, we prepared for product design. Leveraging our experience in high-absorbency baby and feminine hygiene products, we designed Ninjamas, the first nighttime bedwetting solution with OdorMask and QuietCloth technology, enabling a comfortable, discreet, and fun experience for children.

Through ongoing products research and quality listening with families and consumers, P&G researchers developed an innovative, thoughtful solution that will change bedtime–and mornings–for the better.