Huggies Launches Sun Care Line

Posted on by Chief Marketer Staff

The well-known Huggies brand has launched a line of sun care products for youngsters with a multi-million dollar campaign.

The products are the first extension of the Huggies Little Swimmers brand, which debuted the disposable swimpants category in 1998. The line will be available beginning in April nationwide in grocery stores, mass merchandisers and drugstores.

Products include three sunscreen lotions with SPF 50 protection and self-adhesive UVB sun sensors that can be applied to a child’s skin to help monitor exposure to rays that cause sunburn.

Marketing begins in April with TV spots, print and banner ads and a dedicated Web site at

In-store promotions will include couponing, FSIs, end-of-aisle displays and cross-category displays in the baby care and sun care aisles, as well as seasonal sections of the stores, Kimberly-Clark spokesperson Joey Mooring said.

A direct mail campaign will roll out, as will product sampling of the UVB sun sensors on specially marked packages of Huggies Little Swimmer disposable swimpants.

The Little Swimmers swimpants are worn by more than 6 million kids and helped drive double-digit growth in 2006. The category has grown to more than $100 million in retail sales, said Kimberly-Clark, the maker of Huggies.

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