K-C to launch Huggies body care range

Kimberly-Clark is planning a global launch of a bath and body range under its Huggies brand, and is considering bringing it to the UK.

The range features 20 new products, including shampoo, nappy rash cream and a baby lotion that is applied as a liquid and dries as a powder.

The bath and body range will be launched in the US in January, along with Scott extra-soft toilet roll and Pull-Ups training nappies with a wetness liner. The company is not planning to introduce the toilet roll or the nappies to the UK.

A Kimberly-Clark spokeswoman says the launch of the bath and body range is an “exciting development for the expansion of the brand” and that an assessment is under way exploring the possibility of launching the products in the UK. But she adds there are no firm plans at present.

The UK nappy market is dominated by Kimberly-Clark’s Huggies and Proctor & Gamble’s Pampers. Pampers has been the undisputed market leader since it launched in the UK in 1980, and posted a five per cent sales growth over the past year, taking a 60.2 per cent share of the market, according to IRI. By contrast, Huggies, which entered the UK in 1993, has seen its share of the market drop to 25.9 per cent

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here