P&G has made upgrades to its Swiffer line.
camo wipes in camo-inspired pack. Both
were sold exclusively at Walmart.
“Licensing and similar marketing innovations will be increasingly important, as
the overall market for infant care is challenged by a declining birth rate in the US,”
The eco trend—in materials and ingredi-
ents—is playing a larger role
in the wipes market. For ex-
ample, like Huggies, another
trusted name when it comes
to raising baby is Dr. Sears—and
now the well-known pediatri-
cian/parenting expert has entered
the personal care side of the baby
business. Launched this summer, the
Dr. Sears Family Essentials Baby Care
range incudes wipes made with
biodegradable bamboo fabric.
Beauty consumers are on the prowl for
multi-tasking products that promise to
simplify their routine—think of B.B.
(beauty balm) creams that promise to treat
skin with beneficial ingredients as they
minimize pores and even skin tone. Now,
Atopalm is answering the double-duty call
in wipe form. Its new moisturizing cleansing wipes are said to remove face makeup
and leave it supple and hydrated via a
blend of vitamin E, allantoin, portulaca ol-eracea extract and olive, grape seed and jojoba seed oils, The paraben-free,
plant-derived ingredients are said to mimic
the structure of natural skin lipids to restore the skin’s protective moisture barrier
system, according to the company.
Above all, beauty customers are also
looking for value, according to Eve Yen,
founder of Diamond Wipes International
and La Fresh. This fall, Diamond Wipes is
rolling out a new line of beauty care prod-
All About Wipes
Wipes are front and center for these three
For the big players in the marketplace, wipes are an easy way to grow
their product lines and expand their shelf space. But for small firms,
wipes can be their bread and butter.
Little Busy Bodies (LBB) for example, has
grown considerably since it rolled out its first
product, Boogie Wipes, in 2007. Its latest
launch is Saline Soothers, a line of wipes
rolled out in July that mimic Boogie Wipes,
but are “more geared toward something that
adults would like to pull out of their bag and
use,” said co-founder and CEO Julie Pickens.
“We kept hearing from our moms and
dads how much they love using Boogie
Wipes so we created a wipe specially designed for them. The range features
scents that are more adult friendly, like
lavender and menthol,” Pickens said.
Saline Soothers are new
from Little Busy Bodies.
Boogie Wipes has been on a tear. It experienced a 200% sales increase in 2010, hitting the $6.5 million mark, according to the Beaverton,
OR-based company. Growth can be traced to line extensions as well as
effective marketing endeavors, such as its ‘Save the Sleeve’ campaign.
“The campaign was very successful at educating children on saving their sleeve—curtains, couch, mom’s pant leg, among other things.
Instead of using these common nose-wiping items, we focused children on choosing a fun, natural alternative. Moms everywhere were
thrilled,” noted Pickens, who started the brand with cofounder Mindee
Doney and a $20,000 investment.
Another start-up pair—Erin Whalen and Tim Stansbury—went hunting for investors for their Grease Monkey Wipes on “Shark Tank,” an ABC
TV program in which entrepreneurs seek funds from a panel of investors
in exchange for equity in their firm. In January 2010, two of the “shark”
investors bit, providing Grease Monkey with a $40,000 cash infusion to
further develop their wipes business.
This month, the Austin, TX-based Grease Monkey brand has inked
an endorsement deal with Cannondale’s professional cyclocross team
as well as two of the sports’ athletes—Tim Johnson and Meredith
Miller. The bike-related endorsements are quite fitting for Grease Mon-