A Trust-Led Brand Site for a Sensitive Product Category

TENA is Vinda Group's adult incontinence care brand, part of the group's wider portfolio. Sweetmag built TENA's website as part of a broader initiative alongside Libresse, Vinda Tissue, and Drypers, all developed on Vinda's existing Adobe Commerce subscription.

Client

TENA

Industry

  • FMCG & Consumer Goods

Services

  • Discovery & Consulting
  • Solution Architecture
  • Ecommerce & Web Development

Highlights

  • Built TENA's website on Adobe Commerce with a trust-led, branding-first approach suited to a sensitive category
  • Delivered a dedicated Claim Free Sample flow designed to feel supportive rather than promotional
  • Part of Vinda Group's broader initiative to maximise their Adobe Commerce investment across a multi-brand portfolio

Challenge

TENA operates in a category where trust and dignity matter as much as product quality, visitors to the site are often navigating a sensitive personal or family need, not casually browsing. That meant the site's tone, design, and content needed careful handling, on a platform, Adobe Commerce, built for transactional Ecommerce rather than this kind of considered, trust-led brand experience. TENA also runs a Claim Free Sample campaign, which needed to feel supportive and low-pressure given the sensitivity of the category, rather than a typical promotional giveaway.

Goal

Build a considered, trust-led brand experience for TENA that respects the sensitivity of its category, with a Claim Free Sample flow that feels supportive rather than promotional, on Vinda's existing Adobe Commerce infrastructure.

Solution

Sweetmag worked closely with Vinda's marketing team to strike the right tone and design for TENA's audience, then built a Claim Free Sample flow suited to the category's sensitivity.

Trust-Led Branding on an Ecommerce Platform

Sweetmag shaped TENA's site around a considered, respectful brand experience rather than a standard product-catalogue layout, adapting Adobe Commerce to serve a sensitive category it wasn't originally built for.

Claim Free Sample Campaign

A dedicated Claim Free Sample flow was built into the site, giving people an accessible, low-pressure way to try TENA's products, an important first step for a category where trust has to be earned before purchase.

Part of Vinda Group's Multi-Brand Platform Strategy

TENA's site is one of four Sweetmag built for Vinda Group on a single Adobe Commerce subscription, part of the group's strategy to maximise their platform investment across their full brand portfolio.

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