Kimberly-Clark extends Huggies brand into suncare

By Simon Pitman

- Last updated on GMT

Related tags Sunscreen Ultraviolet

Building on ambitions to extend its Huggies brand still further
into the personal care segment, Kimberly-Clark is expanding its
Little Swimmers brand with the launch of a new line of sun care
products that include 'sun sensors'.

The Huggies Little Swimmers brand was first introduced in 1998, as a line of disposable swimming pants. Building on this, the launch of the suncare products is designed to complement an activity that is associated with sun exposure during warm weather months. It also hones in on the growing awareness that young children should have optimum sun protection, particularly when participating in outdoor activities that involve water. Indeed, research has indicated that swimming can even exacerbate problems caused by sun exposure. The new Little Swimmers sun care line includes three sunscreen lotions, as well as what is claimed to be the market's only patented, self-adhesive UVB sun sensors. The sun sensors have been designed to help detect and monitor children's exposure to Ultraviolet B rays that cause sunburn and are most commonly linked to the development of skin cancer later on in life. The sun sensors come in packs of 24, are water-resistant, and can be placed on a child's skin or swimwear in an effort to determine the optimum time to apply or re-apply sunscreen. The sunscreen products come in fragrance-free and coconut formula, together with a spray-on blue melon lotion, and all three provide an SPF of 50 - deemed to be suitable for the children's more sun-sensitive skin. Bob Thibault, president of Kimberly-Clark's North American personal care products division, stated that the launch made it the only sun care brand to offer parents a total health and hygiene solution designed to ensure that water-based activities under the sun are safe. "The new sunscreen lotions and UVB sun sensors provide an unparalleled approach to helping mom manage one of her chief health concerns during water play - her child's skin exposure to the sun," Thibault said. The product roll-out is scheduled for April, when it will be available nationwide in the US at retail outlets, supported by a widespread advertising and promotional campaign. Huggies initial entry into the US toiletries category was in January 2004, with the launch of a washcloth and baby wash, a move which lifted sales in the bath segment of the market by 11 per cent. This was further extended at the end of 2004 with the launch of an extensive range of bath and body products, which the company says has continued to be well received.

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