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Drypers to offer 'Complete Care' baby care products

18 Jun '12

2 min read

Svenska Cellulosa Aktiebolaget's (SCA) brand Drypers is extending their product line. Next to diapers, there will also be a new and full range of baby toiletries, which allows Drypers to offer a ”Complete Care” range of baby care products. The goal is to differentiate Drypers from its competitors and create a stronger connection to consumers.

The transition is underway for Drypers, SCA's baby diaper brand across Southeast Asia. All three of Drypers sub-brands – Drypers Wee Wee Dry, Drypers Soft and Drypers DryPantz – are being re-launched with new product features, differentiated diaper designs and revitalized packaging in order to engage consumers.

With “Complete Care” as a brand promise, Drypers is positioning itself as the only baby care brand in the Southeast Asian market that offers a complete care solution for the whole family.

“Complete Care means that Drypers wants to offer parents a baby care experience that goes beyond diapering. This all-round experience comprises elements such as a new Drypers baby care range of toiletries to keep their baby's skin clean and comfortable, as well as information and platforms for their baby's development through dedicated Drypers consumer activities and channels,” says Brandon Wong, Director Consumer Centric Group, Hygiene South East Asia.

The packaging has a new design to distinguish the brand from the baby category norm in Southeast Asia. In addition to this, every Drypers diaper has an “Everyday Love Stories” message or “Celebrations” story printed on them.

Svenska Cellulosa Aktiebolaget (SCA)