Notice: Function _load_textdomain_just_in_time was called incorrectly. Translation loading for the wordpress-seo domain was triggered too early. This is usually an indicator for some code in the plugin or theme running too early. Translations should be loaded at the init action or later. Please see Debugging in WordPress for more information. (This message was added in version 6.7.0.) in /var/www/html/wp-includes/functions.php on line 6260 P&G Establishing Pure Sub-brand Across Mulitiple Categories - Nonwovens Industry

What are you searching for?

Sign in
Nonwovens News

P&G Establishing Pure Sub-brand Across Mulitiple Categories

Company launching natural products in diapers, wipes, feminine hygiene

Author Image

By: Karen McIntyre

Editor, Nonwovens Industry

Procter & Gamble is reportedly refreshing the Always feminine care line by rolling out Always Pure and Clean, which adds “and Clean” to the Pure logo, according to a report in Brand Cannel. P&G is also using the Pure sub-brand to roll out a line of natural baby diapers and wipes and it seems the consumer products company is creating its own Pure sub-brand multiple categories to refresh products with “better for you” features and messaging about being free of chlorine bleaching, dyes and fragrances.

Industry watchdogs feel that these latest introductions respond to several market factors including competition from Amazon.com and criticism that it has not kept up with consumer demands.

“Parents rightfully expect it all, and yet when it comes to the diapers and wipes category, many have been forced to compromise,” said E. Yuri Hermida, P&G NA VP Baby Care said regarding the baby diaper and wipes launch.

“We’ve talked to thousands of parents and heard that while today’s natural category diaper and wipe options provide certain qualities parents desire, they struggle to find a product that delivers the leak protection, style, and features they’re looking for in one complete package. In fact, of the 57% of moms who use natural products for their babies, only 3% buy natural diapers most often. We’re excited to extend our product offerings with our new Pampers Pure Collection to provide parents another trusted option for their babies.”

Add us as a preferred source on Google

Get the latest Nonwovens Industry news, insights and analysis in your Google Search and AI experiences.

Add Nonwovens Industry as a preferred source on Google (opens in a new tab)

Keep Up With Our Content. Subscribe To Nonwovens Industry Newsletters

Topics