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Drypers expands into baby toiletries

June 15, 2012

Brand repositioning begun in Southeast Asia

SCA is extending its Drypers baby diaper brand into a full range of baby toiletries. Ths “Complete Care” range of baby care products is intended to differentiate Drypers from its competitors and create a stronger connection to customers.
The company is starting this transition in Southeast Asia where all  three of its major subrands—Drypers Wee Wee Dry, Drypers Soft and Drypers DryPantz—are being relaunched with new product features, differentiated diaper designs and revitalized packaging to engage customers.
With “Complete Care” as a brand promise, Drypers is positioning itself as the only baby care brand in Southeast Asia that offers a complete care solution for the whole family.
“Complete Care means that Drypers wants to offer parents a baby care experience that goes beyond diapering. This all-round experience comprises elements such as a new Drypers baby care range of toiletries to keep their baby’s skin clean and comfortable, as well as information and platforms for their baby’s development through dedicated Drypers consumer activities and channels,” says Brandon Wong, Director Consumer Centric Group, Hygiene South East Asia.
The new products became available June 1 in Malaysia, Singapore and Thailand.

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