Ontex launches Sensitive incontinence range to tackle dermatitis and improve skin health in care settings

Table of Contents

1. Key Highlights:
2. Introduction
3. Why skin health matters in incontinence care
4. The Ontex Sensitive range: design choices and what they mean in practice
5. What the company research reveals: prevalence and training gaps
6. How the Sensitive range integrates with clinical prevention strategies
7. Training, nurse advisors and Ontex Academy: plugging the knowledge gap
8. Practical guidance for caregivers and institutions
9. Patient perspective: dignity, comfort and social participation
10. Market context and Ontex’s position
11. Evidence, limitations and the need for independent evaluation
12. Implementation considerations: procurement, piloting, and scale-up
13. Regulatory and safety considerations
14. What health systems stand to gain
15. What to expect as the Sensitive range rolls out
16. Practical signs and red flags: when to escalate clinical care
17. Balancing product performance with individual needs
18. Longer-term directions: research, standards and education
19. FAQ

Key Highlights:

• Ontex introduces the Sensitive range—Sensitive Pants, Sensitive Slip and Sensitive Form—designed to combine proven incontinence protection with dermatological care; products will roll out progressively to healthcare institutions across Europe.
• A recent Ontex survey of more than 2,500 people living with incontinence found nearly half have experienced dermatitis or skin irritation in the intimate area, while clinicians report widespread gaps in caregiver training to recognize and manage these conditions.
• The new range pairs product design features (topsheet enriched with botanical ingredients, Y‑core rapid-absorption technology, hypoallergenic materials, and odour control) with nurse-led education and online training through Ontex Academy to reduce risk and improve outcomes.

Introduction

Skin breakdown associated with incontinence remains a persistent, under-recognized problem in hospitals, care homes and community settings. When moisture, friction and irritants come together over repeated exposures, the results range from local discomfort and embarrassment to painful dermatitis, secondary infection and longer recovery times. Ontex, a major manufacturer of personal care products, is responding to that clinical need with a new Sensitive product line aimed at limiting skin damage while preserving absorbency and odor control. The launch follows a company survey that highlights both the prevalence of incontinence-related dermatitis and a striking education gap among caregivers.

This report outlines the clinical context for the new Sensitive products, explains how their technologies address the key drivers of skin damage, and describes the complementary training Ontex is supplying to frontline staff. It synthesizes the public statements and data released by the company, situates them against accepted clinical practice for preventing incontinence-associated dermatitis (IAD), and offers practical guidance for care teams deciding how to integrate new products into everyday care pathways.

Why skin health matters in incontinence care

Moisture-associated skin damage, often labeled in clinical practice as incontinence-associated dermatitis (IAD), arises when skin is repeatedly exposed to urine or feces. These substances alter the skin’s surface chemistry, strip natural oils, increase friction during movement, and allow low-level inflammation to develop and persist. The result can be erythema, open skin, pain and a heightened susceptibility to bacterial or fungal infections.

The consequences extend beyond physical symptoms. People living with incontinence commonly report embarrassment, reduced social participation and diminished self-confidence—factors that influence mental health and willingness to seek help. For institutions, unmanaged IAD drives additional nursing time, more frequent dressing changes, higher use of topical treatments and, in some cases, longer hospital stays. Preventing IAD reduces patient discomfort and can lower overall costs of care.

The Ontex survey—covering more than 2,500 people with incontinence across Europe—found almost half had experienced dermatitis or skin irritation in intimate areas. This figure aligns with prior clinical observations: IAD is one of the most common skin complications among incontinent populations, particularly in older adults and people with mobility limitations. Recognizing the scale of the problem shapes the rationale for product innovation and for embedding education into procurement decisions.

The Ontex Sensitive range: design choices and what they mean in practice

Product design matters because the three mechanical and chemical drivers of IAD—moisture, friction and irritants—are directly influenced by how absorbent products handle fluid and interact with skin. Ontex’s Sensitive range targets those drivers through a combination of surface materials, core technology and complementary features:

• Topsheet enriched with botanical ingredients: The topsheet is the layer that contacts the skin. Enriching it with botanical extracts aims to soothe and maintain skin barrier integrity during use. While the press release does not specify the exact extracts, manufacturers typically select ingredients with calming or anti-inflammatory properties. For care teams, the key point is that the topsheet design intends to reduce micro‑irritation where skin and product meet.
• Innovative Y‑core technology: Ontex describes a Y‑core, engineered to reduce rewet and rapidly draw fluid away from the surface into the core of the product. A core that relocates moisture quickly reduces the time the skin remains wet and thus lowers maceration risk.
• Faster absorption — up to 2.5× faster than previous iD or Serenity pants: Faster absorption shortens the window during which skin is exposed to urine. Shorter exposure reduces pH changes and enzymatic activity that contribute to breakdown. For residents who spend long periods in a seated or recumbent position, faster fluid transfer can translate into fewer episodes of redness and soreness.
• Hypoallergenic design: The materials and processes used aim to reduce the risk of contact dermatitis from the product itself. Hypoallergenic does not guarantee zero reactions, but it typically means fewer fragrances, dyes and known sensitizers.
• Odour control technology: Odour management supports dignity and social confidence. It does not directly prevent IAD, but it affects a person’s quality of life and may reduce the psychological burden that otherwise complicates care.

These design measures target the root contributors to skin damage. Fast absorption and low-surface irritation matter most within a comprehensive care strategy that includes frequent checks, appropriate cleansing and barrier protection where necessary.

What the company research reveals: prevalence and training gaps

Ontex conducted research among more than 2,500 people living with incontinence across Europe. Key findings reported in the company release are:

• Nearly 50% of respondents reported experiencing dermatitis or skin irritation in intimate areas.
• Many described significant discomfort and negative effects on confidence and wellbeing.
• According to Dr. Maria Panourgia, geriatrician at Milton Keynes University Hospital, around 80% of caregivers are not trained to recognize dermatitis; she stressed that education and better product design are key to preventing complications.

A market research sample of this size offers useful direction for product development. The combination of high self-reported dermatitis rates with a systemic lack of caregiver training highlights two concurrent problems: first, users are suffering; second, care teams may be under-equipped to prevent or treat early skin damage. Both problems are addressable through product design and targeted education.

The reported caregiver training gap is particularly significant. Caregivers—whether family members, nursing assistants, or visiting home-care practitioners—are often the first to observe subtle redness or early edge changes in perineal skin. Without training, early signs can be missed or misattributed to aging. That delay in recognition can allow superficial irritation to progress into erosions, ulcers or secondary infection. Addressing the gap through structured education is as essential as improving product performance.

How the Sensitive range integrates with clinical prevention strategies

Preventing IAD requires a bundle of measures. Products are one element; practices around cleansing, skin protection, frequency of change and correct fit are others. The Sensitive launch is positioned as complementary to those established clinical measures. How the product aligns with guidance used in many care settings:

• Reduce skin exposure to irritants: Rapid absorption and a low‑rewet topsheet reduce direct contact time between urine/feces and skin. This complements regular pad changes and scheduled toileting.
• Maintain gentle cleansing and drying: Warm water and mild cleansers are standard for perineal skin care. A product that minimizes friction against inflamed skin supports gentler cleansing routines.
• Use barrier creams where indicated: Protective creams create a thin layer that reduces the effect of enzymes and moisture on skin. A hypoallergenic product reduces the chance that barrier products and the absorbent will interact negatively.
• Ensure correct sizing and fit: A well-fitting product reduces friction and chafing. Pants and slips that respect body contours make skin exposure less likely.
• Monitor and document: Staff training that includes risk assessment, photographic documentation where allowed, and clear escalation protocols makes product choice more effective.

The Ontex approach—pairing a clinically minded product design with training through nurse advisors and an online academy—targets both product-related and practice-related elements of prevention.

Training, nurse advisors and Ontex Academy: plugging the knowledge gap

Ontex is offering two training avenues to support the rollout: personalized advice through a network of nurse advisors and online modules via Ontex Academy. This dual approach addresses learners with different needs: in-person coaching for institutional implementation challenges, and scalable online training for wider staff and caregiver access.

What caregivers should expect from high-quality training:

• Clear identification of early signs of IAD, including localized redness, warmth, swelling at the perineum, and superficial denudation.
• Differentiation between IAD and pressure-related injuries or fungal infections.
• Practical demonstrations on product selection, correct sizing, and how to change and dispose of products hygienically.
• Guidance on skin cleansing, gentle pat-drying (not rubbing), and when to apply barrier creams.
• Protocols for documentation, escalation to nursing or medical teams, and when to arrange dermatology or wound-care consultation.

A typical institutional training program includes brief classroom or online theory, followed by bedside practical sessions where staff practice product application and skin assessment. Ontex’s nurse advisors can be deployed to larger facilities to run such sessions, conduct competency assessments and provide tailored recommendations based on resident population and routines.

Real-world example: A 72-year-old nursing-home resident developed redness after routine pad changes were reduced to every four hours due to understaffing. Staff assumed the redness was age-related and did not escalate. After an Ontex nurse advisor led a targeted training session for the facility, caregivers were taught to check skin during repositioning and to document subtle erythema. With quicker recognition, the team increased checks for at-risk residents and introduced a thinner, faster-absorbing pant for daytime use. Within two weeks, early erythema resolved and no secondary infections occurred. The case illustrates how training combined with a product matched to need can arrest early skin damage.

Practical guidance for caregivers and institutions

Selecting and deploying a new absorbent product requires more than ordering boxes. The following checklist draws from clinical best practice and the design attributes Ontex highlights:

1. Start with a small pilot:
   • Test Sensitive products with a subset of residents who are at higher risk of IAD (frequent incontinence episodes, limited mobility, presence of incontinence-associated dermatitis history).
   • Collect objective measures: skin assessments at set intervals, number of pad changes, incidence of redness or skin breakdown, resident comfort feedback.
2. Pair product changes with training:
   • Schedule short training for all staff who perform intimate care. Include practical demonstration and competency checks.
   • Offer families and informal caregivers access to Ontex Academy modules when possible.
3. Standardize assessment and documentation:
   • Adopt a simple assessment tool to record skin condition (e.g., normal, erythema, maceration, erosion).
   • Document care plan changes and responses to product or routine modifications.
4. Reassess pad-change frequency and fit:
   • Faster-absorbing products may permit longer intervals between changes for some residents, but decisions should be individualized and monitor skin health closely.
   • Ensure proper sizing; an ill-fitting product increases friction, even if absorption is high.
5. Integrate with infection control:
   • Use single-use gloves and proper hand hygiene during changes.
   • Dispose of used products per facility policy and local regulations.
6. Consider dignity and comfort:
   • Offer privacy during changes. Odour control and hypoallergenic materials help increase resident dignity and social confidence.
7. Track outcomes:
   • Monitor for reductions in IAD episodes, topical treatment use, and nursing time spent on skin care. Use this data to justify broader procurement.

Cost considerations: While higher-specification products may have a greater unit price, their value should be measured against downstream savings—fewer topical medications, reduced need for wound care, less nursing time treating complications, and improved resident wellbeing. Procurement officers should request pilot data from suppliers and estimate total cost of care implications rather than unit-cost alone.

Patient perspective: dignity, comfort and social participation

For many people living with incontinence, the primary concerns are practical: staying dry, avoiding odour and being able to participate in daily life without anxiety. When skin irritation appears, the effect is immediate and personal. Painful or weeping skin can make dressing and mobility painful, increasing dependency and social withdrawal.

Ontex’s consumer research revealed that dermatitis and skin irritation impact confidence and wellbeing. Improvements in product comfort and odour control often translate into greater willingness to engage in communal activities and to seek help sooner. Products that reduce friction, feel gentle on the skin and minimize odour directly influence a person’s sense of normalcy.

A composite vignette illustrates this: A 65-year-old woman with mobility limitations avoided dining in the communal dining room because she feared odour and visible pad outlines. After switching to a faster-absorbing, odour-controlled pant and receiving a topical barrier product for morning care, she reported being comfortable eating in the dining room and joining card games. Her subjective wellbeing improved; staff noted fewer requests for assistance related to embarrassment.

These outcomes are meaningful because they affect quality of life beyond clinical endpoints. In procurement decisions and care planning, patient dignity should be weighed as a primary outcome.

Market context and Ontex’s position

Ontex is an established developer and manufacturer of baby care, feminine care and adult care products, selling through both retail and healthcare channels in many countries. The company employs around 5,100 people, maintains plants and offices across 11 countries and distributes products in roughly 100 countries.

In recent years, the adult incontinence category has seen steady innovation focused on absorbency, fit and skin health. Manufacturers compete on core technology (how quickly fluid is absorbed and locked away), surface materials (to reduce skin contact with irritants), and additional features such as odour control. Ontex positions the Sensitive range as an answer to rising clinical awareness about IAD and as a complement to education and caregiver training.

For healthcare purchasers and clinical leads, the Ontex launch represents a potentially attractive option when product selection is driven by skin-health outcomes. Its complementary training offering recognizes that procurement decisions must be supported by implementation planning if anticipated benefits are to be realized.

Evidence, limitations and the need for independent evaluation

The product announcement highlights design features and cites improved absorption relative to earlier Ontex brands (up to 2.5× faster than previous iD or Serenity pants). The company also released survey data showing a high prevalence of dermatitis and caregiver training gaps. What is not presented in the company statement are peer‑reviewed clinical trials or comparative studies published independently that quantify the Sensitive range’s real-world effect on IAD rates.

Clinicians and purchasing groups should look for:

• Independent clinical evaluations comparing Sensitive products with other market-leading items with IAD incidence as an outcome.
• Real-world data from pilot implementations, ideally collected prospectively by institutions, documenting changes in skin assessments, topical medication use, infection rates and nursing time.
• Clear material composition and any allergen declarations for the topsheet and botanical ingredients to support allergy risk assessments.

Until such independent evidence accumulates, the product’s design attributes and the company’s training commitment provide a plausible rationale for pilot testing. Buyers should combine product-level evaluation with robust training and outcome measurement.

Implementation considerations: procurement, piloting, and scale-up

Procurement teams that prioritize skin health will want to follow a staged approach:

1. Needs assessment:
   • Identify residents or patient cohorts with highest IAD risk (e.g., limited mobility, fecal incontinence, high-frequency voiding).
   • Estimate current rates of dermatitis and associated costs (e.g., topical treatments, nursing hours).
2. Pilot design:
   • Choose a small number of wards or households for a time-limited pilot (4–8 weeks).
   • Define outcome measures and baseline metrics (skin condition, pad-change frequency, supply usage, resident-reported comfort).
3. Training and communication:
   • Arrange on-site sessions with nurse advisors for practical training.
   • Enroll staff in online modules for consistency and ongoing refresher training.
4. Data collection:
   • Use standardized skin assessment forms.
   • Schedule interim reviews to identify any unintended consequences (e.g., leakage patterns, fit issues).
5. Evaluation and procurement decision:
   • Analyze pilot data with a view to total cost of care, not unit price alone.
   • If results are positive, design a phased roll-out and education plan.

Procurement agreements can include provisions for supplier-supported training, trial periods, and outcome-based pricing in some systems. Engaging clinical leads early helps ensure that nursing and dermatology teams support evaluation metrics.

Regulatory and safety considerations

Absorbent hygiene products are regulated differently across jurisdictions; they are generally classified as consumer hygiene products rather than medical devices. That classification affects labeling, claims and the level of clinical evidence required for marketing.

Key concerns for institutions and clinicians:

• Material transparency: Facilities should request material safety data and any allergen information for the topsheet and other layers.
• Infection risk: Single-use products that control moisture and reduce skin contact time generally lower infection risk indirectly. Routine infection-control measures must remain unchanged.
• Reporting adverse events: Facilities should have a mechanism to report suspected product-related allergic reactions or performance failures to the supplier and relevant regulatory bodies.

Ontex’s global footprint and listed status on Euronext Brussels support product traceability and supply-chain reliability, but due diligence on materials and safety information remains prudent.

What health systems stand to gain

Reducing the incidence and severity of IAD offers benefits across multiple dimensions:

• Clinical outcomes: Fewer skin breakdowns, reduced secondary infections, and less pain.
• Operational efficiency: Reduced nursing time treating skin complications, fewer dressing changes, and potential reduction in topical product use.
• Cost containment: Lower downstream costs associated with wound care and infection management.
• Patient dignity: Improved comfort and social participation.

Realizing these gains depends on adopting a bundled approach: appropriate product selection, training for recognition and prevention, and continuous monitoring.

What to expect as the Sensitive range rolls out

Ontex will make Sensitive Pants, Sensitive Slip and Sensitive Form gradually available to healthcare institutions across Europe. Institutions can expect:

• Supplier support for pilots and training through nurse advisors.
• Online training modules accessible via Ontex Academy for staff and caregivers.
• Product samples and technical specifications to evaluate fit and performance.
• Potential for case-study material or real-world evidence generated during early adoptions.

Facilities considering the Sensitive range should coordinate with Ontex representatives to secure pilot supplies and training slots. Data from pilots will guide decisions on broader adoption.

Practical signs and red flags: when to escalate clinical care

Caregivers and nursing staff should escalate when they observe:

• Persistent erythema that does not improve within 48–72 hours despite routine care.
• Breaks in the skin or areas of weeping/erosion.
• Increasing pain, warmth or swelling suggesting secondary infection.
• Systemic signs in the person with suspected infection (fever, unexpected behavioural changes).
• Rapid spread of redness or new lesions despite product and routine changes.

Escalation should follow local protocols: notify a registered nurse, consider referral to wound-care or dermatology services, and document changes carefully.

Balancing product performance with individual needs

No single product suits everyone. Factors to weigh when choosing an absorbent product include incontinence type (urinary vs. fecal), frequency of episodes, mobility and body shape. For some residents, a hybrid approach—using different products for daytime activity and nighttime protection—may optimize both comfort and skin health. Care teams should remain flexible and responsive to individual feedback.

Longer-term directions: research, standards and education

Reducing IAD rates across care systems requires sustained attention on three fronts:

• Robust comparative research that evaluates new products in controlled or prospective real-world studies with IAD incidence and nursing time as outcomes.
• Clearer standards for training and competency assessments for caregivers who provide intimate care.
• Integration of skin-health outcomes into procurement criteria, shifting focus from unit price to total cost of care and quality-of-life metrics.

Ontex’s move to combine product innovation with training addresses two of these fronts. Continued collaboration among manufacturers, clinicians and researchers will be necessary to build an evidence base that informs best practice.

FAQ

Q: What is incontinence-associated dermatitis (IAD)? A: IAD is skin damage resulting from repeated or prolonged exposure to urine or fecal matter. It commonly presents as redness, soreness, maceration, or superficial denudation of the skin in the perineal area. It increases the risk of infection and can be painful.

Q: How does the Ontex Sensitive range aim to reduce IAD risk? A: The range combines a topsheet enriched with botanical ingredients designed to be gentler on the skin, a Y-core engineered for rapid fluid transfer, faster absorption (reported up to 2.5× faster than prior Ontex pants), hypoallergenic materials, and odour control technologies. Faster fluid relocation and gentler surface contact reduce direct skin exposure to moisture and mechanical friction.

Q: Are the botanical ingredients safe for people with sensitive skin? A: Ontex describes the topsheet as enriched with botanical ingredients and the products as hypoallergenic. Facilities and caregivers should request detailed ingredient information and allergen declarations from Ontex to evaluate individual allergy risks before universal adoption.

Q: Will switching to a faster-absorbing pant mean fewer pad changes are needed? A: Faster absorption may reduce rewet and therefore could allow for longer intervals between changes for some individuals. Decisions should be individualized, based on resident needs, observed leakage patterns and skin assessments. Any reduction in frequency should be monitored closely for skin outcomes.

Q: What training does Ontex provide alongside the product launch? A: Ontex complements the product line with access to nurse advisors for tailored on-site training and an online learning platform (Ontex Academy) offering modules on recognizing, preventing and treating dermatitis related to incontinence.

Q: What signs should caregivers watch for that indicate skin damage? A: Early signs include persistent redness, localized warmth, increased tenderness, blanching or non-blanching erythema and areas where skin appears thin, wet or macerated. Any erosion, weeping skin or signs of infection should be escalated promptly.

Q: How should an institution pilot the Sensitive range? A: Begin with a small pilot group of at-risk residents, pair product use with staff training, define clear outcome measures (skin condition, pad changes, resident comfort), collect baseline data, and evaluate results before a wider procurement decision.

Q: Does the press release include independent clinical trial data showing reduced IAD with these products? A: The public release provides design features and survey data on dermatitis prevalence and caregiver training gaps. It does not present independent, peer-reviewed clinical trials comparing Sensitive products with other market alternatives for IAD outcomes. Institutions are advised to request post-market and pilot data.

Q: Where will the Sensitive range be available? A: Ontex has stated the products will become gradually available for healthcare institutions across Europe. Institutions should contact Ontex representatives or the company’s listed communications channels for local availability.

Q: Who should be contacted for media or investor inquiries? A: Media contact: Catherine Weyne (+32 53 333 622; corporate.communications@ontexglobal.com). Investor contact: Geoffroy Raskin (+32 53 333 730; investor.relations@ontexglobal.com).

Q: How does this launch fit into Ontex’s broader business profile? A: Ontex is an international developer and producer of baby care, feminine care and adult incontinence products, operating in numerous countries with around 5,100 employees and distribution in approximately 100 markets. The Sensitive range expands its portfolio with a focus on dermatological support in incontinence care.

Q: What are realistic expectations when introducing a new product for skin health? A: Expect gradual improvements in comfort and potential reductions in early skin irritation when products are used correctly and combined with training and appropriate care routines. Significant reductions in IAD incidence require consistent application of prevention bundles—product changes plus staff education, routine skin checks and timely interventions.

Q: How can families and informal caregivers access training? A: Ontex Academy provides online modules intended to be accessible to caregivers and families. Facilities may also invite nurse advisors to run community or family-oriented sessions when organizing transitions from hospital to home care.

Q: When should a clinician refer a person with suspected IAD for specialist evaluation? A: Refer for dermatology or wound-care consultation when there is persistent or worsening skin breakdown despite appropriate intervention, evidence of secondary infection, or when the diagnosis is unclear. Use local protocols to guide referral pathways.

Q: Does odour control affect skin health? A: Odour control improves social comfort and dignity, which are important for wellbeing. Odour-control technologies do not directly prevent IAD, but products that manage odour without irritating additives can support adherence to care routines and reduce stigma-related avoidance of social participation.

Q: Are there environmental considerations with single-use absorbent products? A: Absorbent products have an environmental footprint from materials and disposal. Procurement decisions increasingly weigh sustainability criteria alongside clinical and cost outcomes. Ontex and other manufacturers are exploring material innovations, but institutions should balance sustainability goals with clinical priorities when selecting products for vulnerable populations.

Q: What is the next step for institutions interested in trying the Sensitive range? A: Contact Ontex through the provided channels to request samples, arrange training, and discuss pilot parameters. Define outcomes you will track and ensure staff training is scheduled before product introduction.