Millennials spend 5.7 hours a day on their smartphones. Now that millions of them are becoming parents, Pampers has decided to marry their dirty habit with what’s soon to be the newest constant in their lives: dirty diapers. Here’s how the brand is using digital diapers to ease the transition from everyday millennial to new mom.
The brand just birthed a new product, Lumi, a monitoring system that alerts parents via a smartphone app when a diaper needs changing. Price is still to be determined, but there’s already a waiting list to try it. The app will also act as a video monitor with two-way audio so parents can keep an eye on their little ones through the small screen, and tracks room temperature, humidity and movement. The glue holding it all together? A reusable, detachable sensor which pairs exclusively with Pampers Swaddlers diapers to detect moisture. And given the average child uses more than 2,700 diapers in their first year of life, staying up on their changing needs is of prime importance.
As competition continues to crowd the personal care category with an influx of unique brands on Amazon, search results on the platform for nonbranded personal care keywords have become increasingly saturated with advertisements. That said, older brands need to find ways to differentiate themselves. Though Pampers isn’t the first to premiere digital diapers (Huggies has it’s own smart diaper line in Korea), it’s still a big first step for the American industry and reflects a winning performance by the brand when it comes to digital. The baby brand wiggled its way into second place in Gartner L2’s Digital IQ Index: Personal Care, due in large part to its focus on e-commerce optimization and master of mobile. For example, Pampers puts effort into mobile-optimized features and content to help it achieve the highest mobile site traffic out of all its peers. It also excels on Instagram through brand and influencer posts—an area where it might consider promoting Lumi further.