Huggies extends: K-C pampers tots with toiletries; Launches 20-item line in attempt to cut in on J&J's piece of the pie.(News)

Advertising Age, December, 2004

Byline: JACK NEFF

Call it bringing up baby metrosexual.

Kimberly-Clark is launching an ambitious 20-item line of baby toiletries under the Huggies lineup, lavishing on infants and kids the kind of sophistication reserved for adult grooming products. The K-C line, which includes lavender-and-chamomile and shea-butter washes and lotions, also brings some firsts to the category, such as an oxymoronic liquid baby powder (containing aloe and vitamin E) and a bathing mitt.

After a big push in 2000 and 2002, baby toiletry launches have slowed lately-with only 33 new products through November 2004, down from 103 in 2002, according to Marketing Intelligence. But Huggies alone could boost by more than 60% the product count in a category that features...

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