Gunze and Kao have jointly developed SmaShee, a new urinary leakage care product that aims to provide everyday protection through the novel concept of inserting a slim sheet inside boxer briefs.
SmaShee was created as a new product that offers men a “smart” way to manage age-related urinary leakage, which can affect people regardless of sex. The companies sought to overcome the psychological barrier associated with dedicated urinary leakage products while allowing users to manage the issue without compromising appearance or comfort.
SmaShee uses a “sheet-in-pants” design, with a 3 mm-thick absorbent sheet inserted into a dedicated pocket in boxer briefs. The outer fabric retains the appearance of ordinary everyday underwear. The absorbent sheet has antibacterial and deodorising treatments, and the packaging is designed for discreet use.
The companies estimate a potential market of approximately 2.75 million people. Following the success of Ikeoji Pants in crowdfunding, they aim to propose a new everyday habit.
The product will be sold exclusively through Amazon, with convenient bundled products also available. The companies aim to encourage a shift in mindset toward viewing urinary leakage care as an investment in oneself.