Innovation at HARTMANN:
An innovative absorbent underwear introduces a new product category

For Ann-Cathrin Schmidt, Director Global Product Marketing, Business Division Incontinence Management, innovation at HARTMANN means constantly finding new ways to improve products and solutions. “It’s about being open to change, experimenting with new ideas and striving for better outcomes,” she says. Innovation is the key to progress, not only in product development but as a general attitude – a combination of a willingness to learn and the courage to challenge the status quo.

In the incontinence management sector, genuine innovation is sometimes a rarity due to the maturity of the category. Yet, HARTMANN sought out opportunities to rethink and redefine. The case in point? The new MoliCare® Absorbent underwear with X-Change Pads.

Rüdiger Kesselmeier, Global Vice President Product & Solution Innovations, describes the start of the innovation process at HARTMANN. “Ideas can originate from a wide range of areas – like product development, marketing, technology, sales or even direct consumer insights,” he says. Ideas are then evaluated by a dedicated global innovation team at HARTMANN, consisting of experts from product management, Research & Development, procurement, regulatory affairs and patent departments.

The next steps depend on the maturity of the idea. Is it just a concept, or is there already a prototype that can be tested? If there's tangible potential, prototypes are developed and assessed. Testing occurs internally and, crucially, through external panels and concept tests to gather real customer feedback early in the process.

“We always test with customers and consumers,” Kesselmeier notes. “Only when we are certain that a product offers real value to end users do we push it forward.”

The starting point was a deep understanding of the user's needs. Light bladder weakness is a taboo subject, and many entering this category initially use female hygiene products not designed for this purpose, as they are meant to absorb blood.

HARTMANN developed a medical product specifically for light bladder weakness that meets clinical standards and offers enhanced performance through the exchange pad system. Targeting adults aged 35 and older, the goal was to offer an easy-to-use, discreet and comfortable solution.

“Incontinence doesn’t have to limit your life,” Schmidt explains. “We wanted to create a solution that supports self-confidence and mobility.”

At HARTMANN, innovation is a team effort. The development, testing and launching of products like MoliCare® Absorbent underwear with X-Change Pads bring together specialists from product management, marketing, engineering, regulatory affairs, procurement, logistics, production and quality. Depending on the product, they also collaborate with external manufacturing partners to ensure the highest standards from design to launch.

“No innovation happens in isolation,” says Kesselmeier. “From the first spark of an idea to market launch, every step must be aligned. If even one part fails, for example, material sourcing or regulatory compliance, it puts the whole project at risk.”