Posted by Shirley Brady on May 20, 2010 03:01 PM
Just when it seemed like the jeggings (jeans + leggings) craze was fading away, Huggies is lowering the legal age for denim with Little Movers' jean diapers — which we're calling "jiapers," or "jappies" for nappy-clad fashionistas in the UK.
They're available nationwide including on Target's website, where a buyer calling herself "Stylin' Mom of 3" says the denim color rubbed off on her little guy's legs. (Kid, you've got to suffer for fashion. Er, scratch that!)
Huggies owner Kimberly-Clark explained the product launch in a press release today: "Following the success of our global Huggies brand teams, we're inviting consumers to engage with the Huggies brand in the same way they would engage with a fashion brand they love. From baby fashion shows to celebrity partnerships, we're challenging moms to look at diapers in a whole new way."
The marketing plan aims to mimic a fashion brand's launch, "incorporating a mix of marketing elements that include fashion shows, celebrity partnerships, social media, public relations, digital and e-commerce partnerships, TV, mall and Internet advertising, as well as highly visible and unique in-store displays and cross promotions."
Salon's quip: "does this denim diaper make my butt look fat?" Yep, these kids are in for years of jean therapy.