First Quality Innovates With Dri-Fit

first-qualityFirst Quality Consumer Products is bringing a new advance to absorbent hygiene products through their ingredient brand, Dri-Fit. Dri-Fit innovations are found within Prevail incontinence, private brand feminine care and incontinence products, and help promote skin health by managing consumers’ microclimates – the small layer of air between your skin and whatever you’re wearing.  With a blend of natural and synthetic fibers, Dri-Fit provides features that reduce pressure, moisture and temperature to ultimately help keep skin more dry, comfortable and healthy.

“While millennials are leading the demand for store brand products, we’ve also seen a growing interest across older demographics and want to help consumers of all generations feel more natural when experiencing periods or incontinence,” said First Quality. “As an industry leader in the manufacturing and supply of store brand feminine care and incontinence products, we want products featuring the Dri-Fit logo to be known as innovative, accessible, and affordable options for consumers.”

To further educate consumers about Dri-Fit innovation, First Quality announced this week the launch of its first-ever national advertising campaign for Dri-Fit, highlighting that the Dri-Fit technology found within Prevail and private brand products helps consumers “Feel More Natural”. The brand’s new website provides insight into the science behind Dri-Fit, featuring a detailed illustration and instructional video of Dri-Fit, as well as statistics related to Dri-Fit performance. The campaign aims to educate consumers about the unique blend of natural and synthetic fibers found within products with the Dri-Fit logo and help increase knowledge related to managing consumers’ microclimate.

The campaign takes an honest approach, rejecting the trope of smiling couples walking on beaches, and instead highlighting what real people already know: whether it’s a first period, first child or first incident of incontinence, the biggest changes in life are often the most difficult. Told through the story of a father and daughter growing old together, the campaign’s creative content showcases the strength of their relationship by featuring snippets of their biggest life changes.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.