First Response Unveils the New Look of At-Home Pregnancy Tests with a Redesigned Stick

EWING, N.J., May 26, 2015 /PRNewswire/ -- Church & Dwight Co., Inc. (NYSE: CHD) announces the newly redesigned First Response™ Early Result Pregnancy Test stick, that makes taking a pregnancy test easier, with a breakthrough curved shape specifically designed to fit a woman's hand and a 50% wider tip. As the category leader and the only brand that can tell a woman if she's pregnant 6 days before her missed period and with 99% accuracy from the day of her expected period, First Response continues to make it easier to know sooner by responding to women's evolving needs after years of ongoing research.

Transforming the original flat test stick, this curved design makes taking pregnancy tests easier with a longer handle and one, easy-to-read results window. The outcome of extensive, prototype testing with consumers, First Response found that women prefer the reengineered "Comfort Sure Design" stick over other prototype designs for its improved usage experience with more control and less mess.

"We're pleased to continue advancing the at-home pregnancy test category with this game-changing offering," said Stacey Feldman, Vice President of Marketing, Church & Dwight. "This breakthrough, curved stick showcases our leadership, as we consistently incorporate the latest technology into all our products to offer women the highest quality options during these crucial, anxiety-filled moments in their reproductive health journey. The maker of First Response has been a pioneer in women's health for over 30 years, with a portfolio of innovative, at-home pregnancy and ovulation test kits – and now First Response women's health multivitamin gummies, which we launched earlier this year."

"The launch of this newly redesigned First Response pregnancy test stick is a big step in addressing women's needs in an evolving landscape," said Dr. Elizabeth Yepez, a board certified ObGyn and Clinical Instructor of Obstetrics and Gynecology at the University of Illinois at Chicago School of Medicine. "As an obstetrician, I continue to notice how my patients increasingly incorporate technology into their pregnancy. It's exciting to see how the culture surrounding pregnancy has changed over time."

Also new to store shelves is the First Response™ Test & Confirm Ovulation Test, a combination kit that helps women who are trying to conceive to track their ovulation with two different ways to detect and confirm their most fertile days. This kit includes 10 Daily Ovulation Tests and one Digital Ovulation Test, which features unmistakable YES+/NO- results.

The full portfolio of First Response™ products includes at-home pregnancy test kits (including the Gold™ Digital Pregnancy Test), ovulation kits (including the Daily Digital Ovulation Test), First Response™ Women's Health Multivitamin Gummies and Pre-Seed™, the #1 sperm-friendly fertility lubricant. In addition, the First Response Tracker smartphone app offers personalized period and ovulation trackers, as well as a due date calculator.

For more information about First Response™, visit www.FirstResponse.com, and check out the First Response Know Sooner blog, http://blog.firstresponse.com/.

About First Response™ Products
For over 30 years, the makers of First Response™ have been a pioneer in women's health with a portfolio of innovative pregnancy and ovulation at-home test kits. First Response™ Early Result Pregnancy Test can be used earlier than any other test on the market to detect the pregnancy hormone hCG. To help women get pregnant sooner* there is the First Response™ Test & Confirm Ovulation Test to determine their most important fertile days by detecting their LH surge.

*Based on directions for use

About Church & Dwight, Co., Inc.
Church & Dwight, Co., Inc., headquartered in Ewing, NJ, manufactures and markets a wide range of personal care, household and specialty products under the ARM & HAMMER brand name and other well-known trademarks.

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SOURCE First Response

Related Links

http://www.FirstResponse.com