Huggies revamps Baby Wipes

Kimberly-Clark is also investing in the relaunch of Huggies Baby Wipes, with what is claimed to be revolutionary packaging by Tin Horse, which hits the shelves next week.

Tin Horse won the project following a three-way pitch against Sieberthead and Coley Porter Bell, which did the graphics for Huggies, in April 2000.

The new-look Huggies Baby Wipes, which have now been made of cloth rather than tissue, are packed in soft bags with zipper/ slider closures, that are claimed to be a first for the market.

Another first, which is awaiting a patent, is an inner chamber that helps them to retain moisture and keeps the wipes ‘in pristine condition’, says designer Peter Booth.

‘The chamber prevents you from being able to touch the wipes inside, which means that they can’t get mucky and that adds another level of confidence for parents that they are pristine,’ he comments.

It also enables parents who have taken out too many wipes in anticipation to put them back rather than having to throw them away. A feeder system allows the wipes to be dispensed individually.

The packaging was developed following observational research among mother and baby groups, professional bodies, nursing bodies and focus groups.

The brief, says Booth, was to relaunch the brand with the most appropriate functional packaging and to find an emotional language that demonstrated understanding of its consumers’ needs.