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Pampers launches large product innovation across entire line of diapers and wipes



Published September 16, 2013
Related Searches: diaper Diaper, Baby Wipes pampers
Pampers has launched major upgrades across its entire line of diapers, training pants and wipes. By interviewing over 9,000 moms about what was important for their baby, Pampers found the number one unmet need is a diaper that provides superior overnight dryness. Pampers incorporated this knowledge to design Pampers Swaddlers, which provide up to 12 hours of overnight protection. Touted as Pampers' softest diaper and the number one choice of hospitals, according to the company, Pampers Swaddlers are now available through size 5.

"At Pampers, we strive to meet the needs of every mom and baby," says Fama Francisco, Pampers vice president and general manager. "In the last 18 months, we've listened to thousands of moms on what they want for their baby. They told us a diaper that provides superior dryness, comfort and fit, particularly overnight."

Moms are frequently challenged with the early morning wake-up call to change a leaky diaper. Pampers recently sponsored a survey of over 1,000 moms with little ones ages 3 and under. The survey found that nearly 1 in 3 mothers of babies age 1 or younger (30%) responded that they expect a wet, leaky diaper to be the number one reason their babies may wake up at 3 a.m. Furthermore, the leading technique mothers of babies age 3 or younger (32%) use to help their babies have an uninterrupted night of sleep is to put a dry diaper on them before bed.

To celebrate the product launch, Pampers is joining with BabyCenter, the leading pregnancy and parenting web and mobile destination worldwide, and mom bloggers, who moms trust for tips and advice, to share the news of the product launch.