In an Australian-first, HUGGIES® has revolutionised the nappy category with a first-of-its-kind innovation. Australian parents are first in the world to benefit from the new Huggies Newborn and Infant nappies, which now include a zinc-enriched layer clinically proven to help protect baby’s delicate skin from irritation.*
New research polling 1,000 Australian parents with children aged 0-5 years old finds baby skin irritation, such as nappy rash, is the number one concern for almost two in three (62%) parents, followed by sleeping (53%) and feeding (49%).
Further findings from the research reveal Aussie parents are obsessed with their newborn’s skin and are going to great lengths to protect it from irritation:
● The majority (86%) of parents whose newborn has experienced skin irritation have spent an average of $405 on preventions and treatments
● Two in five (41%) say they have lost sleep due to their baby having skin irritation ● Parents say that their baby’s skin irritation makes them feel stressed (38%), uncertain about what’s normal (35%), and concerned that it’s more serious (34%)
HUGGIES® has harnessed this science to create a nappy that actively helps protects baby’s delicate skin with a zinc-enriched layer, a feature that no other nappy has, in addition to the trusted comfort and absorbency consumers know and love.
HUGGIES® Newborn nappies remain the number one choice for Australian hospitals and are officially endorsed by The Australian College of Midwives (ACM).
Dr Deshan Sebaratnam, paediatric skin dermatologist engaged by Huggies, comments: “The environment in a nappy is the perfect recipe for skin irritation, which can be distressing for babies and make nappy changes uncomfortable. Dermatologists have been using zinc-based barrier creams for decades to help protect baby’s skin from irritation, as well as help re-establish the barrier function of the skin.”
Bonnie Anderson, media personality, musician and Huggies ambassador, adds: “Protecting my son’s skin against irritation is a top priority for me. When I became pregnant with Bobby, I was shocked to learn how delicate newborn baby’s skin is. Now that he is six months old, I can attest to the hours I’ve spent researching, the money spent, and the great lengths I’ve gone to, to treat and prevent skin issues from happening. I’m relieved Huggies has now created a nappy that will help protect his skin from the start.”
Gabrielle Davidson, Kimberly-Clark ANZ Managing Director said:
“As a mother of two, I know first-hand that newborn baby skin obsession is not an exaggeration and the amount of effort parents go to protect baby’s delicate skin. At Huggies, we want parents to feel confident when it comes to protecting their baby against skin irritation. That’s why we’re extremely proud to launch Australia’s first zinc-enriched nappy designed in Australia for Australian babies and providing better-than
ever protection on top of the trusted comfort, breathability and absorbency we’re known for. We’re certain this innovation will help give parents peace of mind when it comes to baby’s delicate skin, so they can savour every precious moment with their newborn.”
Alison Weatherstone, Australian College of Midwives (ACM) Midwifery Team said: “The Australian College of Midwives endorses Huggies® Nappies and Huggies® Baby Wipes as the preferred choice for baby.”
The new HUGGIES® Newborn and Infant nappies are available from today at participating retailers across the country from RRP $22 for bulk packs**. You can learn more about the Huggies Newborn range by visiting: huggies.com.au.
About Huggies Newborn and Infant Range:
All of Huggies nappies feature a DRYTOUCH® layer, ultra-soft outer, soft & stretchy waistband, BREATHE DRY® technology, and a wetness indicator.
● Newborn – Size 1, up to 5kg
● Infant – Size 2, 4-8kg
The research was conducted online by YouGov in 2023 and commissioned by Huggies Australia. Findings are based on a nationally representative sample of 1,000 Australian parents with children aged 0-5 years old.
About Huggies:
For almost 35 years, HUGGIES® has been helping parents provide love, care, and reassurance to help their babies thrive. Huggies delivers innovative, high-quality nappy and wipes products that provide superior care for babies. With a range of popular online communities and informative digital resources that support parents from day one, HUGGIES® helps parents navigate the special journey of parenthood. HUGGIES®, We Got You Baby.
For more information on Huggies visit www.huggies.com.au | @HuggiesAU on Facebook and Instagram.
