The Adult Diaper Market Is About to Take Off

diapers

Huggies is taking on a new demographic by using real people in their ads in an attempt to sell adult diapers.

By Carol Hymowitz and Lauren Coleman-Lochner.

Thanks to the endless determination of parents to keep baby bottoms dry, Kimberly-Clark’s Huggies diapers brand has become a global powerhouse, with billions of dollars in annual sales. But the target consumers for one of the company’s latest diaper lines aren’t infants—or even their aged grandparents. Instead, ads for its Depend Silhouette line of disposable incontinence briefs feature laughing, long-legged models who look barely over 40. The personal-care giant has been aggressively running the fashion-style marketing pitches in mainstream magazines and on television, because adult incontinence is a market that’s recently become too big—and lucrative—to remain in the shadows.

“We’re trying to make the product more normal, and even fun, with real people in our ads saying, ‘Hey, I have bladder leakage, and it’s no big deal,’ ” says Jay Gottleib, head of Kimberly-Clark’s adult and feminine-care business in North America.

Read more at Bloomberg.

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