Kimberly-Clark Launches Huggies Pure & Natural Diapers; New Super Premium Diaper Provides Exceptional Gentle Care for Babies

    K-C Also Introduces New Enjoy the Ride Rewards Program for Moms

    DALLAS, April 13 /CNW/ -- Kimberly-Clark Corporation (NYSE:   KMB) today
announced the launch of Huggies Pure & Natural diapers, a super premium diaper
that includes natural, organic materials and ingredients to provide gentle
protection for new babies, as well as initial steps toward environmental
improvements, without sacrificing performance.

    The new Huggies Pure & Natural diaper is hypoallergenic, latex and
fragrance free and features a breathable outer cover that includes organic
cotton.  The liner includes natural Aloe & Vitamin E and materials from
renewable sources, and the product's outer packaging is sourced from 20
percent post-consumer recycled materials.  The new diaper will be offered in 6
sizes, from newborn through size 5.

    K-C expects the Huggies Pure & Natural diapers will help the brand build
inroads with those moms who are most interested in products that include
natural materials to provide the best care for their babies.  According to a
K-C consumer research study, the moms surveyed expressed a strong interest in
purchasing Huggies brand diapers that included organic and natural materials.

    "The new Huggies Pure & Natural diaper is designed for moms who desire to
provide their babies the best and most gentle care without sacrificing comfort
and protection, while using a product that includes organic and natural
materials," said Robert Thibault, president of Kimberly-Clark's North American
Infant, Baby & Child Care business. "This innovative Huggies brand diaper
offers delicate protection for baby, along with the increased use of renewable
materials, ushering into the category a new disposable diaper that delivers
the utmost in performance and care along with steps toward environmental

    K-C's retail partners have also shown a strong interest in the new
Huggies premium diaper.  Most of the company's customers have already
submitted orders to begin offering Huggies Pure & Natural diapers as part of
their infant and baby care product offerings.

    "Based on the preliminary response we've received thus far, we expect the
unique attributes this diaper offers will be well-received by moms and our
retail customers, and will help drive incremental dollar growth in the
category," said Thibault.

    The launch of Huggies Pure & Natural diapers will be supported by an
integrated marketing campaign to include print and online advertising, Web
sites, FSIs and in-store promotions.  The new diaper will be featured as part
of the Huggies brand's recruitment program for moms, which includes childbirth
education, sampling, in-hospital TV programming and direct mail.

    Huggies Pure & Natural diapers will be widely available in North American
retail outlets later in April.  For more information on the new Huggies brand
diapers, visit

    Huggies Brand to Roll-Out New Rewards Program

    Kimberly-Clark today also announced the launch of a new Huggies brand
rewards program - Enjoy the Ride Rewards - which targets the millennial mom,
offering her chances to earn valuable rewards, win instant prizes, and more. 
Beginning April 13, moms can sign up for the rewards program by going to  To earn rewards points, moms enter special codes
that will be located on direct mail pieces, magazine ads, and online.  Points
can also be earned by referring friends, watching videos, providing opinions,
or sharing ideas within the program's Web site.

    To help create excitement around the launch of Enjoy the Ride Rewards,
the Huggies Brand will be giving away a one year's supply of diapers every day
for the next year.  Moms who sign up to join the program are eligible to win
this daily prize.  "During these uncertain economic times, providing moms
access to a rewards program that enables them to have fun, talk to each other,
and share their opinions, while accumulating points and redeeming them for a
chance to win fabulous prizes, is a win-win for both moms and the Huggies
brand," said Jeff Dawson, vice president of the Huggies brand.  "The Enjoy the
Ride Rewards program is designed to establish a strong relationship with moms
as they begin their journey through motherhood - ultimately creating Huggies
advocates, and thus loyal users of Huggies branded products."

    About Kimberly-Clark

    Kimberly-Clark and its well known global brands are an indispensable part
of life for people in more than 150 countries.  Every day, 1.3 billion people
- nearly a quarter of the world's population - trust K-C brands and the
solutions they provide to enhance their health, hygiene and well-being.  With
brands such as Kleenex, Scott, Huggies, Pull-Ups, Kotex and Depend,
Kimberly-Clark holds the No. 1 or No. 2 share position in more than 80
countries. To keep up with the latest K-C news and to learn more about the
company's 137-year history of innovation, visit


For further information:

For further information: Media, Joey Mooring, +1-972-281-1443,, or Investors, Mike Masseth, +1-972-281-1478,, both of Kimberly-Clark Web Site:

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