Luvs® Baby Diapers Unveils New Look of Luvs With Upgraded Packaging and New, Parent-Approved Heavy Dooty Protection Diaper Design

Luvs Baby Diapers Offers Consumers Diaper Design And Packaging With The Same Performance and Value That Parents Have Come To Expect From The Luvs Brand

Oct 12, 2010, 09:00 ET from Luvs

CINCINNATI, Oct. 12 /PRNewswire/ -- Luvs baby diapers, a trusted name in baby care, today unveiled a new look for their diapers, which will offer consumers upgraded packaging features and a new Heavy Dooty Protection diaper design – both scheduled to hit retailer shelves nationwide this fall. The new additions are purely aesthetic and will not affect the performance, quality or value parents expect from the Luvs brand.

(Photo: )

(Photo: )

(Photo: )

(Photo: )

After soliciting feedback from current users, Luvs will be replacing the backsheet currently found on their diapers with an adorable, new monkey design – a look that is preferred three-to-one over current designs by those surveyed – enhancing the diaper-changing experience for parents. Consumers will also be treated to a diaper packaging upgrade that will consist of new, updated photography and an added back package panel that will provide parents and caretakers with additional product information.

"Here at Luvs, we understand that even when using a great, reliable product, diaper duty isn't always the most pleasant task to undertake so we're always searching for ways to make the diaper-changing experience more enjoyable for parents – and their kids," said Dominic Iacono, brand manager for Luvs baby diapers. "We've listened closely to consumer insights and we're thrilled to offer parents a new look with Ultra Leakguards and the Heavy Dooty Protection design – all the while knowing that these new changes will not compromise the great quality synonymous with the Luvs brand and the trust that parents have placed in our products."

Luvs Ultra Leakguards baby diapers deliver premium leakage protection that locks away wetness from baby's skin, as well as a money-back guarantee. Luvs baby diapers are available in sizes newborn to 6 at mass, discount and grocery stores where baby care products are sold.  

About Luvs®

Luvs is a trademark of Procter & Gamble (NYSE: PG) and is one of parents' favorite U.S. baby diapers and wipes brands. Luvs baby diapers offer outstanding leakage protection for less than the pricey brands. For more information on Luvs baby diapers, visit

About Procter & Gamble (NYSE: PG)

Four billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun® and Fusion®. The P&G community includes approximately 127,000 employees working in about 80 countries worldwide. Please visit for the latest news and in-depth information about P&G and its brands.