Kimberly-Clark is moving the Huggies baby brand into the skincare market with its first range of sun protection products under its disposable swimwear brand.
K-C will roll out the new range of children’s sun care products under its Little Swimmers brand, marking its first key diversification since its launch in 1998.
The new line will include three sunscreen lotions, available in fragrance-free, mango and coconut and blue melon splash spray variants, along with a 24-count carton of self-adhesive ultraviolet B (UVB) sun sensors designed to monitor children’s exposure to the potentially damaging rays.
The products will initially be rolled out in the US across leading mass retailers, drugstores and independent grocery stores nationwide from early April. The company is also considering extending the range into the UK, where the Huggies Little Swimmers brand is widely available.
The launch will be supported by a multi-million pound marketing campaign comprising TV advertising and in-store activity.
A K-C spokesman says while there are “no immediate plans” to introduce the range to the UK, there could be the potential to roll out the new products into other markets down the line.
He adds that the formulas, ingredients and fragrances for the new sun care range have been developed in-house.
The company also has an agreement with a US-based third-party supplier to manufacture the lotion products, whose identity could not be disclosed “for competitive reasons”. The UVB sun sensors were developed jointly with SunHealth Solutions.