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‘Pee points’ are among P&G’s strategies in diaper wars
Research » Getting diapers to fit just right proves a challenge for Procter & Gamble.


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If a caregiver down the hall at the baby center has a suggestion, maybe for a wider fastener or a lower leg cuff, the folks in the prototype lab will mock up a version. The lab churns out 150,000 models a year, most for diapers that won’t come to market for up to a decade, and only after hundreds of iterations, said Aaron Seitz, the lab’s director.

Down the hall from Myers and her microscopes, David Maltbie is watching 3-D virtual babies on a screen that runs the width of the room, checking their virtual diapers for flaws. As a faux infant pees, Maltbie monitors how the liquid disperses through the diaper. Is it leaking? Puddling somewhere? If he spots recurring problems, he reports them to the researchers.

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Then it’s back to the drawing board. Again.

Because babies come in so many shapes and sizes, Seitz says "fitting a diaper is like trying to fit a snowflake."




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