This story about a new line of Huggies disposable diapers came across our desk because of the headline: Huggies Launches Partially Plant-Based Diaper.
On the surface, it appears that this type of product could fall into the Tematica Cleaner Living theme, with the potential for Huggies owner Kimberly-Clark (KMB) to start making its way towards inclusion into the Tematica Research Cleaner Living Index:
Huggies is introducing Huggies Special Delivery, what it calls its “most perfect diaper ever,” with a liner and waistband made from plant-based materials, including sugarcane, that provide better absorption and fit . . . The diapers are free of parabens, fragrance and “elemental chlorine,” and “dermatologically tested and clinically proven hypoallergenic,” according to the company.
Of course, like we always like to say, the truth often lies beneath the headlines, and in this case, way beneath the headlines. More like paragraph number ten in this case, where we find a company trying to pose as a Clean Living contender:
While Kimberly-Clark, like others, seeks out sustainable practices, Special Delivery is not biodegradable, and Rhode says, no other U.S. disposable diaper is, either (though several make the claim).
So, it’s certaly a move in the right direction for Kimbery-Clark, but not Cleaner Living territory by any means. However, it is a confirming data-point for the Cleaner Living Theme. Here’s why. In this case we have a case of a company going out of its way to create the appearence of a product being more sustainable in order to appeal to those seeking to purchase products that have a lower impact on the planet. And while one couldn’t argue that these Huggies might be “more sustainble”, they are certainly not Cleaner Index worthy.