Bodyform is so confident that its new Micro pantyliner is the world's smallest that it has applied for a listing in the Guinness Book of World Records. The new product comes in a small pack designed to fit discreetly into a handbag and has a discardable outer layer. It hits shelves next week and is backed by a £2.5m marketing support programme. New TV ads start next month. It will also benefit from an £8.5m spend on the brand as a whole this year, which will include new TV, cinema and press ads, as well as PR activity, "extensive" direct marketing and PoS material. The newcomer is aimed at 16 to 24-year-old women who account for a quarter of all sanitary protection users. "Currently, 45% of this target group are not using pantyliners today and 30% of consumers only use a pantyliner during menstruation," said the company. Pantyliners is the only growth sector of the otherwise static fempro category. Rsp: £2.10, 22-liners. {{P&P }}

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