Pampers goes the natural route with new diapers, wipes

Pampers is offering parents the option to purchase diapers and wipes that fall into the natural category, without having to sacrifice. The Cincinnati-based company announced the launch of its first-ever diaper and wipe collection made with premium cotton, thoughtfully selected materials, stylish prints and protection that has become synonymous with the brand.

The Pampers Pure Collection came to fruition with the help of Sara Giovanni, a scientist who works at the Procter & Gamble-owned company, and couldn't find exactly what she was looking for in a product.

"Parents rightfully expect it all, and yet when it comes to the diapers and wipes category, many have been forced to compromise," E. Yuri Hermida, P&G NA VP of Baby Care, said. "We've talked to thousands of parents and heard that while today's natural category diaper and wipe options provide certain qualities parents desire, they struggle to find a product that delivers the leak protection, style, and features they're looking for in one complete package. In fact, of the 57% of moms who use natural products for their babies, only 3% buy natural diapers most often. We're excited to extend our product offerings with our new Pampers Pure Collection to provide parents another trusted option for their babies."

Pampers' new products are made without chlorine, bleaching, fragrance, lotion, parabens, natural rubber latex and 26 other allergens identified by the European Union. All of the products are dermatologically tested, clinically proven to be hypoallergenic and safe for a baby's skin, the company said.

The diapers also are independently reviewed and accredited as skin safe by the Skin Health Alliance and will come in fun prints that will feature llamas, corgis and sloths. Pampers Pure Aqua wipes are crafted with carefully-selected ingredients, including 99% pure water and a touch of premium cotton.

Pampers Pure Protection diapers are available online and at major retailers in sizes N to 5, for a suggested retail price of $11.99, while the Pure Aqua wipes retail for $5.97.