Pampers

**Pampers** is an American brand of baby and toddler products marketed by Procter & Gamble.

## History

In 1956, P&G researcher Victor Mills disliked changing the cloth diapers of his newborn grandchild. He assigned fellow researchers in P&G's Exploratory Division in Miami Valley, Ohio to look into making a better disposable diaper. Pampers were introduced in 1961. They were created by researchers at P&G including Vic Mills and Norma Lueders Baker. The name "Pampers" was coined by Alfred Goldman, Creative Director at Benton & Bowles, the first ad agency for the account.

These early diapers were bulky, heavy products composed of fluff pulp with a rayon topsheet, polyethylene backsheet. In 1966, Pampers launched a 'wingfold' design and by 1969 started a "third size". By this time, Pampers had become a national brand in the United States. Procter and Gamble replaced the pin-on design with tapes in 1971. Toddler and Premature Infant sizes were also introduced. In 1973, P&G developed elasticized single and double gussets around the leg and waist areas to aid in fitting and in containing urine or stool which had not been absorbed. In fact, the first patent for the use of double gussets in a diaper was in 1973 by P&G. In 1982, Pampers introduced an elasticized wingfold diaper with elastic leg gathers and refastenable tapes which was a cross between the early 1960s design and the modern hourglass shape, a feature that was first introduced on Luvs in 1976 and evolved into an industry standard in 1985. In 1986, thin diapers made with absorbent gelling material were released. This made the average weight of a typical medium size diaper decrease by 50%. In 1987, Pampers and Huggies both introduced frontal tape systems which allow repositioning of the lateral tape without tearing the diaper. In the 1990s Pampers introduced a thinner diaper known as "Ultra Dry Thins".

The early 1990s also saw the introduction of gender-specific diapers in the Pampers brand; the product returned to unisex diapers towards the end of the decade. In 1993, Pampers introduced training pants, but the Pampers Trainers were a short lived product. Pampers did not sell training pants again until the introduction of Easy Ups. In 1996, P&G acquired Baby Fresh wipes from Kimberly-Clark; Kimberly-Clark had recently acquired Baby Fresh owner Scott Paper Company and was ordered to sell the wipes business. In 1998, Procter & Gamble introduced its largest diaper at the time, Pampers Baby-Dry Size 6. It was promoted in an advertising campaign featuring pediatrician and child development expert Dr. T. Berry Brazelton, who said to let the child decide when the time is right to potty train. The size 6 diapers were billed for growing toddlers. Huggies also introduced a size 6 diaper at this time.

In 2018 the company launched its newest diaper line called Pampers Pure which was designed without chlorine bleaching, fragrance, lotion, parabens, natural rubber latex and 26 allergens identified by the European Union. The wipes launched with the new collection contain 99% water and premium cotton. Pampers announced that the goal was to give parents an option for an affordable natural diaper brand.

## Feedback

In March 2010, Pampers announced a change to their popular Cruisers and Swaddlers diapers with the addition of the new Dry-Max technology. Many parents reported rashes and chemical burns as a result of using the new diapers. Procter & Gamble claim that pediatric experts have reviewed the Pampers with DryMax safety data and have seen no correlation between the reported rash and diaper. In May 2010, a lawsuit was filed against Procter & Gamble based on the injuries allegedly caused by the diapers. In September 2010, the United States Consumer Product Safety Commission issued the results of its investigation into the matter, finding no evidence that these diapers cause diaper rash.

## Advertising

Pampers is marketed in various ways, such as print ads and television commercials. Print ads often appear in magazines and other periodicals. Television commercials appear during soap operas co-produced by Procter and Gamble, such as *Bold and the Beautiful* & *Young and the Restless*, and during the airing of parenting shows. Another way Pampers is promoted is through product placement. Pampers paid $50,000 to be featured in the film *Three Men and a Baby*. P&G has also sponsored the program *Make Room for Baby* on the Discovery Health Channel. Pampers has been promoted in some countries on billboards. Another method that has been used to promote the product is direct marketing program where relevant content is mailed to mothers with babies. These mailings can include Pampers samples or Pampers Coupons.

P&G contributes to flood relief efforts in Pakistan in part through its Pampers brand and "Spread a Smile" campaign, which provides free health check-ups, medicines, and oral rehydration therapy to babies and children living in the flood affected areas.

Pampers has now also signed the WTA No.1 of the world and honorary citizen of Bucharest Simona Halep to be the face of their new diaper brand commercials.

In 2020, Pampers Bulgaria had signed Poli Genova to advertise for them in Bulgaria.

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