Kimberly-Clark has added a full line of bath and body products to its Huggies diaper brand. Among the more than 20 new toiletry items included in the extension is a liquid powder that goes on a baby's skin as a liquid and dries as a powder, eliminating the messy application and airborne particles of dry powder as well as shampoo, baby lotion, diaper rash cream, disposable wash mitts and variations of the brand's existing baby wash and washcloth products. The rollout of this line makes Huggies the only brand with a major presence across all four major non-food baby categories - diapers, training pants, wipes and toiletries. Huggies initially entered the toiletries category in January 2004, with the launch of a washcloth and baby wash, which have already lifted the bath segment of the market by 11%.
Huggies Bath & Body products will be broadly available at major retail locations throughout the U.S. and Canada in early 2005.
The launch will be supported by a comprehensive marketing plan.