Lines: driving cultural change through product innovation

A Story of Innovation and Initiative: A tale that began in 1963, tracing the milestones of a brand that has always been committed to building a world free from gender stereotypes and discrimination.

Innovation and initiative: these are the values that best represent Lines and have guided its growth, from 1963 to today. A pioneer not only in product innovation but also in creating new communication approaches against stereotypes and gender discrimination, Lines has believed and acted concretely for over 60 years in building a world where women can feel free to be themselves.

Lines was born at the height of the population boom when Angelini, through the Fater company, discovered the existence of innovative disposable baby diapers in northern Europe. From the first small-scale production, this led in 1963 to the launch of the product on the market under the Lines brand (Lines, like the linen used to make the bands that wrapped around newborns). Thanks to an original and impactful communication starring PIPPO, the iconic blue hippo, Lines entered the hearts of Italian families: first with the Carousel and then with commercials, the character narrated with charm and humour, innovative products that made babies always "drier and happier" and mothers always freer from chores. And it was precisely for women that Fater, exploiting the know-how gained from the materials and production techniques of baby diapers, developed the first feminine pads in 1965. A new chapter of innovation continued and strengthened in the 1990s with the birth of a Joint Venture between Angelini and Procter & Gamble, leading Fater to introduce ultra-thin sanitary pads to the market, along with other significant innovations over time. In 2010, the revolutionary LACTIFLESS™ technology was introduced in the top-tier product, Lines è, allowing the pad to perfectly adapt to the body.

With this great focus on innovation, Fater, through the Lines brand, has pioneered this market, breaking down cultural and psychological barriers, in part through the use of a more frank and direct language of communication on the topic of menstruation. Signs of this change were already evident starting in the 1980s and 1990s when, in some Lines TV commercials, women could be seen taking the package of pads from the supermarket shelves without embarrassment and while shopping they talked about the absolute novelty: wings. In the commercials of those years, the focus was on bringing out the qualities of the pads for greater comfort and well-being. There was still no clear reference to the mesntrual cycle but only to "those days." In the 2000s, younger and more dynamic women appear in Lines commercials, whose vitality cannot be stopped by menstruation; they want to feel free. The communication becomes more explicit until 2024 when menstruation is normally mentioned in the new communication campaign "Le CoinquiLines." A multichannel format that breaks down barriers and prejudices about menstruation through the point of view of two different girls living under the same roof. An innovative narrative told in a fresh and informal language thanks to two exceptional protagonists: Matilde Gioli and Giulia Stabile.

Lines, therefore, is not only synonymous with feminine absorbency but also with important cultural battles that, starting from communication, also land in concrete initiatives in favor of women's freedom. Since 2020, Lines has taken action by collaborating with WeWorld ONLUS to combat gender-based violence. In particular, Lines contributed to the opening of 'Spazio Donna' centers in Bologna in 2021 and Pescara in 2022. These centers serve as local hubs for listening, promoting women's empowerment, and fighting against gender-based violence. In addition, aware that violence against women is a cultural problem, Fater, with the Lines and Tampax brands, has promoted the "Uncomfortable Questions @School" program, which to date has reached more than 150,000 students, aiming to spread education on emotional well-being and assist students and teachers in addressing important questions on topics such as menstruation, sexuality, relationship management, and other sensitive issues that are often difficult to discuss.

Lines' commitment runs parallel to the brand's digital transformation, utilizing tools designed to assist women, such as the new My Lines App. This application not only allows users to track menstrual cycle information, including dates, symptoms, and activities (the latter reserved for adults), but also features an extensive editorial section. This section offers a personalized experience based on user interests, with a variety of articles, tips, and videos addressing questions and curiosities about the female world across different topics: from gynecology to fitness, beauty to nutrition, and mental well-being to sexual education.

What’s next for Lines? It starts with listening to women to always stand by their side, continuing to offer quality and innovative products while also providing opportunities for dialogue with experts and specialists who can support them with tools and advice to improve their daily lives.