HUGGIES (USA) — JUNE 2018

• Kimberly-Clark brands partnered with Nate Berkus and Jeremiah Brent of TLC’s “Nate & Jeremiah by Design” to launch their new customizable diapers, Huggies Made By You.
• Aside from their new product, they also showcase same-sex marriage and surrogacy in building a family through their partner spokespersons.
• Campaign: Huggies Made By You.
• Press release: Huggies showcases same-sex marriage, surrogacy AND diapers in new spokesperson campaign.

HUGGIES (USA) — MAY 2018

• Kimberly-Clark brands with Yieldbot to make a personalized digital campaign across Kimberly-Clark's shopper agency KC Shopper Connect and several digital media vendors.
• The campaign targeted mothers who are keeping to stay active with growing babies.
• The campaign increased sales and won an Effie Award.
• Campaign:  Get Active With Your Active Baby – Huggies Little Movers Diapers at Target.
• Press release: Yieldbot Partners with Kimberly-Clark on Effie Award Winning Campaign.

Research Strategy:

Huggies (Vietnam) — September 2018

• The brand used "Facebook's Collaborative Ads and dynamic ads" in order to increase their online sales.
• The campaign targeted women aged 22 to 45, as well as fans of the Huggies Vietnam Facebook Page, previous customers, and product viewers that had not completed a purchase.
• Campaign: https://www.facebook.com/business/success/huggies-vietnam
• Press: N/A

Huggies (India) — May 2019

• The brand partnered with Ogilvy to create "Moms Need Hugs Too" campaign that encouraged society to nurture mothers in India.
• For the campaign, the brand launched a film, online tutorials for newbie dads, and a "limited edition ‘Diaper duty’ sample pack" to promote the help of family members to change diapers.
• Campaign: https://www.youtube.com/watch?v=VA-dC7XNrG0
• Press: https://indiantelevision.com/mam/marketing/mam/ogilvy-creates-huggies-momsneedhugstoo-campaign-190513

Research Strategy:

• We were unable to provide "global" campaigns from the last twelve months.
• For doing so, we tried the following strategies:

• Since we were unable to find a "global" campaign, we included in our findings two campaigns made in two different countries, Vietnam and India. In doing so, we were also unable to provide a link to a press coverage of the Huggies Vietnam-Facebook campaign.
• For this, we tried the following strategies:

1) PROCTER & GAMBLE

• According to Statista, the global market share of disposable baby diapers, baby wipes and training pants of Procter and Gamble's (P&G) is estimated to be 18.24% in 2019.
• Being the biggest consumer goods company in the world, P&G generated worldwide sales of about $18.08 billion with baby, feminine and family care products in 2018.
• P&G is one of the leading companies in the global baby care market and its market share is expected to remain fairly constant over the coming years. The baby care market is composed of different sectors and products that include toys, wipes, disposable diapers, feeding accessories, body care products and soothers.
• The baby, feminine, and family care segment accounted for 27% of Procter & Gamble's net sales. The company gets nearly 45% of its revenue from North America and 24% from Europe, while 65% of its total revenue is from developed markets.
• With the challenges linked to the diversity of products and consumers in the global market, P&G’s marketing mix addresses such concerns to ensure high business performance. The consumer goods market is highly dynamic and it requires Procter & Gamble to adapt its marketing mix to match the challenges and opportunities in the global market.

• P&G introduced new revolutionary diapers called Pampers Cruisers 360 FIT. It features a comfortable all-around stretchy waistband that adapts to every wild move a baby makes, which is similar to wearing “yoga pants”.
• P&G announced a partnership in January 2019 with Loop, a circular e-commerce platform developed by international recycling leader TerraCycle. As part of a new effort that aims to change the world’s reliance on single use packaging and disposable waste, the company will be using reusable, refillable packaging on some of its most popular products. Hygienic products such as Pampers and Always will be using the technology that uses absorbent hygiene products into secondary raw materials for higher value applications.
• As one of the leading global brands in the child and care segment, Pampers announced commitment to provide 5,000 baby changing tables for installation in public restrooms in North America by 2021 as part of its “Love the Change” campaign. This is to help address the inequality that hands-on dads face when it comes to taking care of their babies. Pampers partnered with Koala Kare to identify high-need public locations and provide baby changing tables for installation in the men’s restrooms. They have already identified the first 500 locations which includes parks, recreation centers, community centers and libraries.

2) UNILEVER

• In 2019, Unilever increased its global share by 5.0% led by South East Asia and Brazil. The company’s growth was led by emerging markets and was balanced between volume and price.
• The global brands of beauty and personal care segment of Unilever showed further increase in the number of local innovations which helped the company to capture emerging trends better and faster.
• In 2017, Unilever was able to introduce a product into the $6.6 dollar e-commerce market for baby care products. They launched the Baby Dove brand and it made waves on Amazon. Baby Dove had a 42% share of header ads among relevant baby personal care terms on Amazon.
• Unilever also entered the baby market in India to strengthen their presence in emerging markets. They also forayed into the baby products' category in the country with the launch of its baby care line via its Dove brand. They had shifted its focus to emerging markets because the brand faces sluggish growth in North America and Europe.

• Unilever announced a new President, Sunny Jain, for the Beauty and Personal Care segment in March 2019. The Beauty and Personal Care division boasts some of the world’s most iconic brands such as Dove, Axe, Lifebuoy and Lux. [source 13]
• Unilever’s brand Love Beauty and Planet has expanded across the UK to tap into the rising demand for beauty that is both ethical and environmentally aware. It includes products such as face masks, shampoos, conditioners, body washes, and boots. The brand boasts vegan-friendly claims and also uses bottles made from post-consumer recycled plastic.
• Unilever also announced its enhanced ingredients transparency across the beauty supply chain. Consumers across Europe and the U.S. will be able to view the fragrance ingredient information for over 3,000 home care and beauty and personal care products. This decision was an industry first and it is paving its way to encourage other companies to do the same.

3) GEORGIA-PACIFIC

• Georgia-Pacific is an Atlanta-based paper, chemicals, and packaging company. Georgia-Pacific is placed as one of the key industry players globally for the baby tissue paper market. The competition is based on top manufacturers, with production, price, revenue (value) and market share for each manufacturer.
• According to 2017 data from Statista, Georgia-Pacific is the third leading toilet tissue vendor in the United States based on sales of about $2.09 billion.
• The company is also one of the prominent players in the global baby wet tissues and wipes market. The assessment for this industry analyses the overall structure of the product, numbers of applications, price, demand, and supply. The market products includes body use, facial, and hand use in regions/countries such as North America, Europe, Middle East and Africa, Southeast Asia, and South America.

• Georgia-Pacific announced that they will permanently shut down the communication papers machines, related converting assets, as well as the woodyard, pulp mill and a significant portion of the energy complex at its Port Hudson, Louisiana, facility. The company has laid off more than 650 people at its mill. The company director said that the printing and writing business was not sustainable and that it will close down the paper operation by mid-March.
• A leadership change in Georgia‐Pacific has been announced in April 2019. The Executive Vice President for Consumer Products Group, Kathleen Walters, retired on June 1, 2019.  

Research Strategy:

KEY FINDINGS

• Current market size: $87.14 billion 
• Growth: 4.39% between 2018 and 2024 

THE GLOBAL BABY CARE PRODUCTS MARKET

• The global baby care products market is dominated by various companies:

• The Procter & Gamble Company
• Kimberly Clark Corporation
• Mothercare PLC
• Unilever PLC
• Johnson & Johnson
• Nestle S.A.
• The Himalaya Drug Company
• Avon Products Inc
• Artsana S.P.A.
• Dabur International Limited

RESEARCH STRATEGY:

•  Market size of baby care products in 2017: $87.14 billion
•  Growth rate: 4.39% CAGR

2018 market size

2019 market size

2020 market size

2021 market size

2022 market size

2023 market size

2024 market size

THE HONEST COMPANY

Global Market Positioning

• Honest serves the South Korean market through Coupang online retailer.
• They ship to all 50 US states, APO/FPO/DPO addresses, and Canada.
• "The Honest Company is a mission-driven consumer products company dedicated to empowering people to live happy, healthy lives. Consumers seeking thoughtfully formulated, safe and effective baby, personal care and beauty products, along with education and support can find The Honest Company products across North America via honest.com and honestbeauty.com and at more than 17,000 retail locations."
• Retailers of Honest includes Amazon, Target, and Nordstrom.
• The Honest Company is considered as a vital competitor in the international baby diapers market according to MarketWatch.

Key Activities

• On November 1, 2018, The Honest Company announced that Katie Bayne has been appointed to its Board of Directors. She is the second female member of the Board and her appointment is part of the company’s continuing commitment to ensuring a diverse and inclusive workforce.
• On June 6, 2018, The Honest Company announced a $200 million strategic minority investment from L Catterton, the largest and most global consumer-focused private equity firm in the world. This investment will accelerate The Honest Company’s innovation initiatives as well as provide access to operational capabilities that will bolster its supply chain and global reach.
• The Honest Company's CEO said that the company continues to be a disruptive force in e-commerce, retail and direct-to-consumer markets and L Catterton investment will further promote global scale by opening new distribution channels and unlocking expanded market opportunities.

ESSITY

Global Market Positioning

• Essity's baby care category ranks 5th globally, 2nd in Europe, 6th in Latin America, and 3rd in Asia.
• "In Europe, Essity markets baby diapers under its own Libero brand and under retailers’ brands. Essity’s strongest market is the Nordic region, where the Libero brand is the market leader. Examples of other strong regional brands are Drypers in South East Asia and Pequeñin in South America."
• "The strategy is to hold the number one or two position in its selected markets and the company is particularly strong in Western Europe, where growth allowed the business to stay flat despite exiting the markets in India and Mexico in 2016-2017."
• In 2017, Essity introduced the Baby Touch diaper and wipes brand in France, where the company’s Lotus brand also enjoys a strong position.
• Essity's other strong regional brands are Drypers in Southeast Asia and Pequeñin in South America.
• In 2017 the company stopped the hygiene company in India, the majority of which related to baby care. The reason for this was that profitability could not be achieved within a reasonable timeframe.

Key Activities

• "The global hygiene and health company Essity has set additional packaging targets aimed at reducing its environmental footprint. One of the new targets states that 85% of the company’s packaging is to be manufactured from renewable or recycled material by 2025."
• "The new targets are part of Essity’s commitment to the Ellen MacArthur Foundation’s plastic initiative “A line in the sand.” The commitment is aligned with Essity’s sustainability ambitions to improve the well-being of 2 billion people every day by 2030 and to reduce the environmental footprint of the company’s solutions by 33%."
• "Essity is investing approximately SEK 400 million in an integrated facility for the production of pulp based on alternative fiber from plant-based agricultural by-products. The investment is taking place at Essity’s tissue plant in Mannheim, Germany. Production is expected to commence in the second half of 2020."
• "To strengthen its competitiveness and increase its efficiency, Essity is today announcing the following changes to its organizational structure and Executive Management Team. The changes entail that the number of members of the Executive Management Team is being reduced from 14 to 12."
• "Essity is divesting its 50% stake in the partly owned company SCA Yildiz in Turkey to the other part owner Yildiz."
• "Essity will retain a presence in Turkey through its wholly owned Professional Hygiene, Incontinence Products and Medical Solutions operations."