The war of Nappies

A brand war between designer brands is underway.....The cool twist is that its happening in the aisle where you find nappies (aka diapers to my US! readers).  A recent visit to my local Target made me realise that the days of boring functional benefit driven (poo catching claims) are long gone in the category. 

The largest collection for this season belongs to Cynthia Rowley with c. 15 styles for Pampers.

Emotive marketing that focuses on child development and peaceful sleep may be taking a back burner for a while. So, are babies getting vain.... or is it actually their parents (rhetorical i know)? But it did provoke the thought  - how do the parents actually justify spending more for stylish nappies vs their regular brethren?

Could the cache of Fashionistas and celebrity style be enough to get parents to consistently invest more in the category? With two huge brands such as Huggies and Pampers slugging it out you know that this will be a battle worth watching.