Archives par mot-clef : Innovation

Pampers’s know how attracts mums


Victor Mills, American chemical engineer who worked at Procter & Gamble Co in the 50s, revolutionized the baby market when he invented the disposable nappy. Inspired by his own experiences with his grandchildren, the inventor created the Pampers brand, known for its innovation. It was the first company to replace nappy pins with tape, and then the first to develop extendable ties, absorbent gels and multipacks (1970), but its most famous achievement, Baby Dry, came out in the 90s. (1) Thanks to this new technology, nappies became more absorbent and parents’ lives were transformed.

Let’s take a closer look at this market leader. What is its marketing strategy, its advantage over competitors and its market vision?

Innovation gains consumer trust

With its knack for launching innovative new products on the nappy market, Pampers has established itself as the brand to beat, and is now one of the brands most trusted by mums (Study Millward Brown, TrustR , 2011). (2)

Investing around $2 billion in research each year, P&G bases their Pampers brand strategy totally on innovation and technology. In fact, in March 2013, the Pampers Research and Development centre in Schwalbach, near Frankfurt in Germany was more than happy to open its doors to French journalists and bloggers. (3)

Women and Innovation


Philippe Guilbert

Innovation is now crucial across all economic sectors. Every year over 30,000 new products are launched in European stores, but less than 30% of them are still around 3 years after their launch. The Toluna survey for the 2012 LSA innovation awards focuses on women and innovation and might shake up some common beliefs!

In fact, 80.2% of French women say that they have bought new products this year, compared to only 76.1 % of men. Even in the very large consumer innovation category, women have almost caught up with men (6.9% and 7.6% respectively). Women are not put off by innovation, quite the contrary.

They also have a broader view of innovation: they don’t just cite High-Tech as one of the most innovative sectors in FMCG, but also Health and Beauty, fresh dairy products, DIY, household appliances etc. To find out more about such innovations, women prefer seeing them in store (58%) rather than in the media (49%), whereas men have the opposite preference.