Procter & Gamble's Luvs baby brand has introduced a new look for its diapers, including upgraded packaging and a new Heavy Dooty Protection diaper design.


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Luvs diapers unveil new look, packaging

October 12th, 2010

CINCINNATI – Procter & Gamble's Luvs baby brand has introduced a new look for its diapers, including upgraded packaging and a new Heavy Dooty Protection diaper design.

P&G said Tuesday that the new additions, scheduled to hit retailer shelves nationwide this fall, are purely aesthetic and won't affect the performance, quality or value that parents expect from the Luvs brand.

According to the company, after soliciting feedback from current users, Luvs will be replacing the backsheet currently found on their diapers with a new monkey design — a look that is preferred three to one over current designs by those surveyed. Consumers will also see a diaper packaging upgrade that will consist of new, updated photography and an added back package panel that will provide parents and caretakers with additional product information.

"We're always searching for ways to make the diaper-changing experience more enjoyable for parents — and their kids," stated Dominic Iacono, brand manager for Luvs baby diapers. "We've listened closely to consumer insights, and we're thrilled to offer parents a new look with Ultra Leakguards and the Heavy Dooty Protection design, all the while knowing that these new changes will not compromise the great quality synonymous with the Luvs brand and the trust that parents have placed in our products."

P&G said Luvs Ultra Leakguards baby diapers deliver premium leakage protection that locks away wetness from baby's skin, as well as a money-back guarantee.

Luvs baby diapers are available in sizes newborn to 6 at retail chains where baby care products are sold.

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