Hanes is introducing a line of accessibly-priced period underwear. The brand’s new line of Comfort, Period. underwear is designed to help consumers stay comfortable and confident during periods, even when sleeping, offering premium period protection without the premium period underwear price tag.

“Given recent headlines about women’s tampon shortages, Hanes is pleased to offer a low-cost, reusable alternative to disposable period products,” says Jaye Powell, vice president, general manager for U.S. Women’s Innerwear at Hanesbrands. “Hanes Comfort, Period. underwear are washable and reusable so you can wear them again and again, making them easy on your wallet and a way to help reduce waste.”

With the all-new Hanes Comfort, Period. underwear, everyone can have the personal protection they deserve. Thanks to the discreet, built-in stain protection liner, Comfort, Period. underwear protects against leaks through its multi-layer technology to wick moisture keeping consumers dry and comfortable, while also absorbing liquid and preventing leaks. Hanes Comfort, Period. underwear delivers the ultimate in leak protection for periods, postpartum, and incontinence, so consumers can always feel at ease and enjoy the freedom and confidence to go anywhere and do anything without worrying about leaks, odor or bulk. More in-depth information on Hanes Comfort, Period. underwear can be found at www.hanes.com/comfortperiod.

Hanes Comfort, Period. underwear for both women and girls are available now at major retailers and directly to consumers through Hanes.com and retailer websites, with two-packs ranging in price from $10.99 to $12.99 and three-packs from $15.99 to $19.99. The underwear line includes light (equivalent to two regular tampons) and moderate (equivalent to three regular tampons) absorbency levels, and various style offerings including bikini, brief and boy shorts.

In recent consumer testing conducted by Hanes, Comfort, Period. underwear scored statistically higher on leak protection than the leading competitor in consumer wear tests. In addition, 75% of participants in the wear test agreed that wearing the Comfort, Period. underwear would help them feel more confident.

“We’re delighted to see the positive reception from consumers who have put Comfort, Period. underwear to the test,” says Powell. “We’re also thrilled to extend the Hanes Comfort, Period. to younger consumers after receiving high interest from moms who noted that, at such an affordable price, this product can help give their daughters peace of mind and extra security around what has traditionally been a sensitive topic.”

The Hanes Comfort, Period. launch is coupled with a new campaign created by The Martin Agency of Richmond, VA, that empowers women to talk about periods the way they should be, instead of talking around them. Campaign headlines such as “Blood Happens”, “Periods Happen”, “Every. Body. Bleeds” and “Period Comfort For All” speak frankly to the female consumer and their period experience while introducing them to the new period underwear. The campaign will be brought to life through digital and social ads on Facebook and Instagram.