Natalia Richer, Diaper Testing International01.06.21
Honest diapers’ launch eight years ago as a direct-to-consumer diaper subscription and its subsequent growth over the following two years into major retailers in the U.S., marked the first step in a diaper revolution that we still see today. While green diaper brands already existed back in 2012, Honest expanded on the safety and sustainability claims and further was able to deliver a diaper that was social media worthy. The range of available diaper prints to pick and choose into your customized diaper subscription box soon became fashion statements shared across millennial social media accounts.
Since then, we have seen the emergence of new brands fashioned after similar features, that have found their niche in the premium segment but have recently grown to explore the new masstige trend: inexpensive goods marketed as luxurious or premium. The national brands P&G and KC launched their own high-end lines of diapers in 2018 and 2019, respectively, with Pampers Pure and Huggies Special Delivery. Also making a claim in the premium segment are newl
Since then, we have seen the emergence of new brands fashioned after similar features, that have found their niche in the premium segment but have recently grown to explore the new masstige trend: inexpensive goods marketed as luxurious or premium. The national brands P&G and KC launched their own high-end lines of diapers in 2018 and 2019, respectively, with Pampers Pure and Huggies Special Delivery. Also making a claim in the premium segment are newl
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