HUGGIES * BUMBUMCARE *
HUGGIES * BUMBUMCARE *
Huggies innaugurated the most premium tier in the diaper category with Dermacare, which offers the most advanced care for a baby’s skin. With this innovation, it was essential to reinforce Huggies’ perception as a premium brand, encouraging both internal and external trade-up.
Challenge
Beauty is one of the main interests among moms, with above-average affinity compared to the general population. So, it’s a fact: in addition to caring for their babies, moms also care about their own skincare.
Insight
Just like a skincare routine, Huggies also offers a complete line for every need and Dermacare is the option that delivers the most advanced care possible. Premium skincare products have strong, recognizable communication and innovation codes that moms are already familiar with. We sparked their interest by tapping into those codes and using them to explain a diaper innovation in a language they already understand perfectly.
