Unicharm announced redesigned packaging for its Lifree pull-on pants in Japan on April 24, 2026. The new packs replace illustration-led presentation with photographs intended to help people picture actual users and everyday situations. The company says imagery tailored to activities of daily living, including outdoor scenes, conveys a brighter outlook on continence care and the brand's message of gradually expanding what people can do.
The design uses sunlit colors and real-life settings. Unicharm reports that purchase intention reached 1.27 times the level recorded for the previous design, while the positive-image measure reached 1.33 times its previous level. The company attributes the response to the brighter, more positive impression of the redesigned packs.
The rollout was scheduled in stages: Lifree Usugata Keikai Pants from late April, the underwear-feel ultra-thin range from mid-May, and the long-duration thin pants and rehabilitation pants from early June. The release lists sizes and pack counts for the affected ranges, with open pricing, and connects the redesign with users' wish to remain independent and caregivers' wish for positive daily lives.