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(HealthNewsDigest.com) – One of the most common issues facing older adults is also one of the least often discussed ― incontinence. More than 25 million adults suffer from moderate to severe incontinence, including half of women over 50.
Coming from close-knit families, my business partner, Luca Gualco, and I both saw our grandparents and other relatives come to terms with their own aging and the changes that come with it. We personally experienced the issues that were making the experience of shopping for personal care products frustrating, especially for older adults. Most often, it was finally finding a product that both worked effectively and being able to reliably shop for it again when they went looking. Brick and mortar stores were hit-and-miss and didn’t solve the embarrassment issue. Online marketplaces were just as bad– site after site with page after page of products with little information and no support. If it was overwhelming for us, it was only more so for those who maybe moved a little slower or had health conditions that limited their mobility or ability to even go to a store.
As young tech guys eager to solve problems in new ways, we built a business and created the service that we wish we had. Our sole mission was to create a better way for often-overlooked older adults to shop for everyday personal care products, starting with bladder protection.
Beyond creating great products and making them easily available, our goal with Because is to help older adults live vibrant, independent lives. Our customers tell us that our products help them get out of the house, stay active, stay engaged with friends, and avoid depression and isolation. One of our guiding principles is to be “customer obsessed” and we mean it. Senior executives, myself included, regularly answer customer service calls, respond to emails and reach out to customers with questions. We use this close feedback loop to make changes to our products and services and develop to new ones.
Kay, 72, from Greenleaf, WI, is one of our customers with disabilities, who explained what a difference Because has made in her life. For her, not only was it difficult to get to the store, but the entire shopping experience was exhausting. Getting everything up to her door was additional time and energy that she just didn’t have. But it’s not just about the convenient service. She “loves” the products and appreciates the softness and how they move with her.
And then, there are customers like Lorraine, 86, from Rochester, NH, whose IBS and incontinence had her limiting time out of the house. She said something that we hear from many of our customers, “It gets very important to know where the bathroom is at all times!” She added that she would not be able to go out to eat without wearing adult protective underwear and that Because gives her and people like her a chance to go outside with confidence and not worry about whether they are going to have an accident. She also appreciates how our prices are “very low compared to store prices.”
Before Because, senior personal care products had not seen innovation in decades. Older adults were left with limited selection, a less-than-desirable shopping experience, a lack of informed advice, and poor product design.
Protective underwear for adults was designed like larger baby diapers — bulky, plastic, loud and embarrassing. No one wants that.
Because worked with top manufacturers and engineering and design experts from Stanford University to design and develop a more absorbent product ― 35% more absorbent than others on the market. Our overnight product absorbs more than four cups of liquid in seconds.
Knowing that approximately 50% of leaks are due to incorrect fit, we made our products with different bodies in mind. Reinforced side leak guards and extended sizes assure every individual can find the right underwear to get through the day without the fear of leaks. Through our thousands of customer conversations, we also learned that with incontinence a “mix and match” approach is often the right answer. Which is why we’re proud to offer best in class pads, guards and boosters in addition to our underwear so that every customer can find the right suite of products tailored to their needs.
We’ve continued to expand our line of scientifically formulated personal care products to address other signs of aging. Among these are cleansers and creams, supplements for changing nutrient needs, innovative denture adhesive, and CBD products for pain and anxiety.
All products are shipped directly to a customer’s home in discreet, easy- to-handle, soft packages with large fonts that are easy to read. Customers can order via subscription or when needed. And as a “customer-obsessed” business, we offer five ways to reach us: email, website, phone, text, and regular mail. We’re always here to help. Our mission is to enable millions of older adults to live vibrant, independent lives and we’re just getting started. We are listening to and learning from our customers each and every day.
By Alexi Suvacioglu, CEO and co-founder, Because Market