Lil-lets – A brief history
1954
Lil-lets tampons are launched by Southalls of Birmingham. Based on a design created with Dr Judith Esser-Mittag, a female gynaecologist, they expand widthways for improved comfort and better protection. Initially two absorbencies are available, Regular and Super, for differing menstrual flows.
1958
Southalls is acquired by Smith & Nephew (S&N) and incorporated into their Sanitary Protection Division alongside Arthur Berton Ltd, another S&N acquisition. These acquisitions put S&N as UK market leaders in sanitary towels, with the Dr White’s and Lilia brands and second in tampons with Lil-lets.
1966
Lil-lets is launched in South Africa by Smith & Nephew. This non applicator variant competed against the leading tampon brand, Tampax.
Over time, Super Plus and Mini variants are added to the range in the UK business.
1981
Lil-lets SA achieved market leadership of the tampon category with it's leading proposition of it's unique widthways expanding and being designed by a women gynaecologist.
1994
Lil-lets UK launch an Applicator tampons UK market.
1995
Lil-lets SA extended their range to include applicator tampons.
1997
Lil-lets SA launched an 8 grooved tampon with a non woven cover to aid absorbtion and insertion.
1999
Lil-lets SA launched the first tampon mixed absorbency pack into the market
2000
A Management Buy-Out (MBO) sees Accantia take ownership of the Lil-lets brand.
2001
Industry body, the Absorbent Hygiene Products Manufacturers Association (AHPMA), classifies tampons according to their absorbency from one to five droplets.
2001 sees the launch of Lil-lets Super Plus Extra in the UK, a high absorbency product (classified as 5 droplets by the AHPMA, compared to Regular at 2 droplets, Super at 3 and Super Plus at 4). This is a UK first, offering consumers with a heavy flow a specialist product.
Lil-lets SA launch dispenser packs into the mass market.
2002
Launch of Mixed Packs in the UK, with a range of absorbencies in each pack, allowing the consumer to buy one pack in order to use a different absorbency for the differing flow rates within a period (often lighter at the start and end of the period). Solutions, a range of intimate care products are also launched, featuring wipes, a cleansing mousse and a heat soother patch to warm the tummy to help with period pain.
Lil-lets SA extend their portfolio to include Solutions and Pantyliners.
2003
Lil-lets SA relaunched their packs with new and modern pack graphics. Lil-lets Extra Comfort Mixed pack was also launched into the market.
2004
The brand celebrates its 50th birthday. Pantyliners are launched in the UK.
2005
Lil-lets SA launch the UltraFresh Ultra Pads with wipes into the market. This is a market first in South Africa.
Lil-lets SA extend their pantyliner range to include ultra pantyliners.
Lil-lets are the first brand to cover all sectors of the market.
2006
December 20th, the Lil-lets Group of companies is formed.
Lil-lets SA launches Maxi-Pads into their market, relaunches their feminine wipes range and add an extra length pantyliner to their pantyliner range.
2007
Lil-lets UK launches 1 droplet version of its non-applicator tampons in the UK, called lite.
New oval logo rolled out across the product range.
Lil-lets SA launch a G-string pantyliner as well as achieve market leader status in the pantyliner category.
2008
A range of compact applicator tampons is added to the Lil-lets range in the UK. Just like the non-applicator tampons for which Lil-lets is best known, the new compact applicator tampons gently expand widthways to help prevent leaks and give the perfect fit. The range includes a 5 droplet super plus extra tampon which is the only applicator tampon in the UK for women with a very heavy flow.
Lil-lets extends its feminine hygiene offering with the launch of a range of sanitary pads in the UK, making Lil-lets the only brand with a presence in all sectors.
Lil-lets harmony launches in the UK to reposition Lil-lets intimate care products as daily care products. The range of pH balanced products includes; 'cleanse' intimate wipes and 'balance' cleansing chamomile mousse.
Lil-lets SA gains the #2 position in the total feminine hygiene market in South Africa.
Lil-lets SA extends their pads range to include a MaxiTeen product.
2009
Lil-lets compact applicator packaging is redesigned to raise awareness of the range in the UK and broaden its appeal amongst younger women. The new packs are designed around the contents of a woman's handbag and feature a 'no leaks guaranteed' flash to reinforce the superior protection brand promise.
Lil-lets launch their new Twist To Open tampons.
Lil-lets SA launch UltraFresh Ultra Pads stand alone packs.