Shapers sanitary napkin entered the market when very few women were shifting from cloth to sanitary napkins (ordinary wrapped pulp) that were available then. Shapers offered better technology with its APT channeling system that channeled the wetness evenly across the napkin and kept the surface and sides dry. It was specially compressed for comfort and had a unique body-fit shape that gave a never-before confidence to the user. Hence the brand name: Shapers. And it's positioning: