The price line means that all products have the same price. A pack of ten thick towels has the same price tag as a pack with eight thin towels. However, price is not the main differentiator - it is the performance and properties of the product that are differentiating Libresse secure fit from its competitors, SCA writes in a news feature on its web site.The launch was made during 2010, and the targets set ahead of the launch were reached. This shows, according to SCA, that innovation generates growth. Brand awareness levels shot up in October 2010, and market share was in line with targets for the introduction phase.