Genius in L2’s Digital IQ Index: Personal Care | US Huggies and Gifted brand Pampers have been going head-to-head in a healthy competition for diaper consumers. Though Huggies was ranked second in L2’s Index and Pampers was a close sixth, both have been successful in search, social, and CRM programs encouraging consumer loyalty.
Pampers sends far more emails than the average personal care brand, and the number fluctuates as the emails are triggered by baby ages. Huggies has a more social-oriented approach. Its Moving Moment microsite (featured on the brand’s Facebook cover page) is dedicated to parents sharing their children’s photos and offers coupons in exchange for snaps. Huggies is also among the 21% of personal care brands present on Pinterest, and has gained traction through promoting its Baby Shower Planner.
Both have loyalty programs and heavily promote subscriptions. Pampers buyers can take advantage of the mobile-compatible loyalty program by entering codes on diaper packages, as well as gain additional points by reviewing products and engaging with the brand on Facebook. Both brands heavily promote their subscription programs on Amazon, as Huggies is part of Amazon Mom and Pampers products are eligible for Amazon Subscribe & Save.
Search competition between the brands is heated as well. Both fall in the top ten results for relevant search terms on Amazon and Walmart.