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She didn't need a new diaper, couldn't be made contented.
He takes out snapshots: "Charlotte comes in waving a new diaper, just wanting to be sure Daddy understands what is needed," Mr. Davis says, blue eyes crinkling.
Even if current Huggies purchasers switched to the new diaper style, it would be a windfall for the brand, since the per-diaper price will be on average about 16 percent higher.
The kicker, Ms. Drexler said, is that, when parents do first model the new diaper on babies in public, it is apt to prompt not stern looks but the opposite.
"We think this is game-changing," said Mr. Seidel, who predicted the new diaper, which will be widely available beginning in early August, could acquire a 5 percent share of the disposable diaper market within its first year.
Consumer research by the brand found that 60 percent of mothers with babies around 10 months or older report that their babies try to get away during a diaper change, and the new diaper style, which does not require a child to lie down, will fulfill "an unmet need," Mr. Seidel said.
Similar(17)
I was panicked and tried everything from bottles to new diapers, but nothing seemed to work.
So Tim sold this lot, and they moved into a condominium with fixed-pane windows and electric air fresheners that whir from the wall plugs, putting out the aroma of new diapers.
As for Huggies' new diapers with a denim pattern, research conducted by the brand found that 40 percent of mothers wear jeans most days of the week and 57 percent buy jeans for babies within their first six months.
In March, Pampers introduced new versions of their diapers that were thinner, owing to an absorbency technology called Dry Max, but the redesign has drawn criticism from thousands of parents on Facebook and on Pampers.com, some of whom claim the new diapers cause rashes.
The new diapers arrived on Amazon in July, we're told.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com