Kimberly-Clark Corporation recently announced the launch of Huggies Pure & Natural diapers, a super premium diaper that includes natural, organic materials and ingredients to provide gentle protection for new babies, as well as initial steps toward environmental improvements, without sacrificing performance.
K-C expects the Huggies Pure & Natural diapers will help the brand build inroads with those moms who are most interested in products that include natural materials to provide the best care for their babies. According to a K-C consumer research study, the moms surveyed expressed a strong interest in purchasing Huggies brand diapers that included organic and natural materials. “The new Huggies Pure & Natural diaper is designed for moms who desire to provide their babies the best and most gentle care without sacrificing comfort and protection, while using a product that includes organic and natural materials,” said Robert Thibault, president of Kimberly-Clark’s North American Infant, Baby & Child Care business. “This innovative Huggies brand diaper offers delicate protection for baby, along with the increased use of renewable materials, ushering into the category a new disposable diaper that delivers the utmost in performance and care along with steps toward environmental improvements.” K-C’s retail partners have also shown a strong interest in the new Huggies premium diaper. Most of the company’s customers have already submitted orders to begin offering Huggies Pure & Natural diapers as part of their infant and baby care product offerings. “Based on the preliminary response we’ve received thus far, we expect the unique attributes this diaper offers will be well-received by moms and our retail customers, and will help drive incremental dollar growth in the category,” said Thibault. The launch of Huggies Pure & Natural diapers will be supported by an integrated marketing campaign to include print and online advertising, Web sites, FSIs and in-store promotions. The new diaper will be featured as part of the Huggies brand’s recruitment program for moms, which includes childbirth education, sampling, in-hospital TV programming and direct mail.