WILTON, Conn. -- Beiersdorf Inc.'s Futuro division is working to change the way consumers think about health supports and support hose.
"We have flipped the category over and are looking at it a little differently," says director of marketing and Futuro brand leader Larry LaPorta.
"Consumer research has shown us that people want to live life on their own terms," he notes. "Whether they are 22, 52 or 82, they want to be vital and vibrant."
As a result, LaPorta says, Futuro has positioned its line of support products as one that can make a vital lifestyle possible for consumers rather than positioning the items as being for people who have physical …
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