CARY – The 2020 Hygienix Innovation Award was claimed by Dermasteel for its Male Drip Protection – a patent-pending AI product for men with a proprietary design that is discreet, form-fitting and tailored to the male anatomy.

It provides effective containment of bodily fluids while protecting the wearer’s skin and providing comfort and confidence.

“Bigger isn’t always better,” said Ian Heyman, Dermasteel’s CEO, receiving the award from INDA president Dave Rousse online on November 19th. “Our product is a quarter of the size of an absorbent pad and a tenth of the size of an adult diaper. It has a true anatomical fit and is undetectable under clothing.”

“Guys are opening up to us and we’re enjoying a very open dialogue with our customers, because we’re talking with them, not at them,” added general manager Alex Gross. “This is a product made by guys for guys.”

During Hygienix 2020, Adam Greenberg, president of North Shore Care Supply based in Green Oaks, Illinois, spoke of the stigma still surrounding adult incontinence, that is perhaps most especially felt by men.

North Shore has built up a reputation of going further than other companies as a supplier of adult incontinence products and Greenberg shared findings from the extensive work it has done on this issue, showing a range of word maps pulled from consumer correspondence highlighting the mental anguish the condition often causes.

“Sufferers of adult incontinence can feel confused, conflicted, and isolated over their condition and North Shore’s approach is about reassurance that adult incontinence is entirely normal,” Greenberg said. “Our customers can feel like it is the beginning of the end of them being in control and they can also feel intensely judged, but adult incontinence is very common, often treatable and regardless, very manageable. Our message to them is, it’s not your fault and you’re not alone. The condition won’t get better on its own but there is help available.”

He also spoke of the confusion caused by marketing terminology around AI products, and in particular the term “briefs”.

“People get upset by ordering briefs and getting diapers,” he said.

Other nominees for the award were H.B. Fuller for its new class of Full-Care 6217 adhesives and Technical Absorbents for the new high gel strength SAF (superabsorbent fibre).

Virtual Hygienix 2020, the sixth edition, attracted over 240 professionals from 18 countries from throughout the supply chain.

The next Hygienix is scheduled for November 15-18th 2021, at the Westin Kierland hotel in Scottsdale, Arizona.

“We look forward to gathering our industry professionals together for Hygienix and returning to a face-to-face format next year,” said Dave Rousse.