Pampers launches premium care diaper in the market

Pampers Brand Ambassador Janet Kanini Ikua (left) explains the benefits of the new pampers premium care to Naomi Waweru at a recent baby banda expo

To celebrate its 15 years in the Kenyan market, Procter & Gamble has launched a new range of its premium pampers diaper following the markets demand for a more absorbent, soft and dry diaper..

As the market leader, Pampers’ key proposition to the Kenyan mom is the ability of one diaper to keep the baby dry all through the night, guaranteeing undisturbed sleep, which is a healthy component of their cognitive and physical development.

Pampers Brand Communications Manager, Tomiwa Ajewole said the introduction of the new premium variant is as a result of research and innovation that sought to offer Kenyan mothers a more absorbent and softer diaper. The new Pampers Premium care diaper also has breathable micro-pores that let fresh air continually reach the baby’s skin.

“The number one need that mothers have expressed concerning a diaper is overnight dryness for their little ones. That way they are able to sleep better, and have an active day. Mothers have asked for a better performance diaper, one that allows fresh air reach their babies’ skin and a perfect fit to their babies’ anatomies and this is what we are giving them with the new Pampers variant,” said Mr. Ajewole.

“The Premium Care upgrade has a unique set of extra features: It is even more absorbent, has cotton-like softness, a breathable outer cover - to help skin breathe while in the diaper, and stretchy sides to find the perfect fit. It is simply our driest and softest diaper. It will retail at the current price point and will be available in all sizes and comes with a concentrated core of absorbent gel material (AGM), which absorbs and locks in wetness thus keeping it away from the baby’s skin,” added Mr. Ajewole.

Together with the Ministry of Health, Pampers has also been taking the diapering education to maternity facilities where they educate mothers with new-born babies on the importance of diapering, immunization, nutrition and skin care. The program aims to reach 300,000 new mothers in rural Kenya before June 2015.

Speaking on the launch of the product, Dr David Githanga, Chairman of the Kenya Paediatric Association said that diapers play a vital role in the healthy development of babies through uninterrupted sleep. Quality, uninterrupted, sleep is important for every baby and helps them wake up well rested, cheerful and ready to start the day.

He also added that “the baby’s skin is the largest sense organ in the body and learning to interpret the sensations that it provides is important for the baby’s development and therefore it needs to be protected.”.

One way to do this is to always allow fresh air around the baby’s skin. Fresh air circulating around the skin within the nappy helps to draw away wetness Hence, using a highly absorbent, breathable diaper is quite essential towards ensuring happy baby development.” said Dr. Githanga.

KPA has been working together with Pampers to educate mothers on the importance of quality sleep and fresh air for their babies while offering tips on they can establish routines to ensure the same.