Kimberly Clark expands Huggies line

REPORT FROM BUSINESSWORLD It used to be just a brand name of baby diapers. Now, Huggies, a brand owned by consumer products manufacturer Kimberly Clark Philippines, Inc., has been expanded to include other baby products like powders, lotions, oils, and bath washes. In a recent talk with reporters, Kimberly Clark senior product manager for baby and child care Rowena Orbon said that the company is set to compete with more established baby product lines by offering Huggies Bath and Body and baby products "at a more competitive price point." "The whole Huggies Bath and Body range is mild and dermatologist-tested. It is made of high- quality materials, but is available at affordable prices. It comes in fun and attractive packaging which babies like to use as bath toys, and are easy to grip for mommies," Ms. Orbon said. She said Kimberly Clark is taking it as a challenge to enter a new category such as baby toiletries where there are already well-established market leaders. "That is why we want to induce trials to get more users to try out Huggies, so they can see for themselves the difference," she said. At the same time, she said Kimberly Clark wants to show customers that the products are reliable and safe for babies’ use. "We hope to achieve these things through in-store promotions, as well as through television commercials that we will air starting this month," she added. The new Huggies products, officials said, cost less than the leading brand. The Huggies Baby Powder has a suggested retail price of P17.05 for the 50-gram packaging, and P29.43 for the 100-gram packaging, about 10%-20% cheaper than the leading brand. Baby lotions cost from P25.30 to P49.94, while the bath washes are priced between P34.55 to P37.57. Huggies baby cologne products cost P26.73 for the 50-milli-liter bottle, while the 100-milli-liter bottle is priced at P53.46. The 50-milliliter bottle of baby oil is priced at P22.44, while the 100-milliliter bottle is sold for P51.48 each. The products, officials said, are now available in leading supermarkets and groceries. — Jeffrey O. Valisno/BusinessWorld