Luvs
Luvs is a brand of disposable diapers made by Procter & Gamble. It was once sold as a deluxe brand, but now it is a budget brand.
Products
Diapers
Diaper Sizes
- Newborn Up to 10 lb (up to 4.5 kg)- These are for smaller newborn infants. May be too small for some infants.
- 1 8-14 lb (4-6 kg)For larger newborns and infants up to 3 months old.
- 2 12-18 lb (5-8 kg)For infants from about 2 months to 6 months.
- 3 16-28 lb (7-13 kg)For the transition of infancy and toddlerhood - for babies from about 3 months to a year.
- 4 22-37 lb (10-17 kg)for toddlers to preschoolers from about 9 months to just about 2 years of age.
- 5 27+ lb (12+ kg)for toddlers to preschoolers from about 2 and a half years to 4 years old. Ideal for preschoolers who still wet heavily at night. About the size of size 4 underwear.
- 6 35+ lb (16+ kg)for larger toddlers as well as preschoolers and elementary school kids. For children 3 and a half to 7. For children who toilet train later than usual as well as those who may be trained during the day but need nighttime protection for bedwetting and wet too heavily for Pull Ups products. About the size of Size 6 underwear.
Other Products
- Ultra Clean Wipes (lightly scented)
Brand History
- 1978: The brand is introduced.
- 1984: New Luvs are introduced with thicker padding.
- 1985: Baby Pants are introduced.
- 1986: Super Baby Pants are introduced. Extra large size is also introduced.
- 1987: Luvs Deluxe is introduced, a diaper that claims to be "so leak-resistant, it works overnight."
- 1991: Pampers and Luvs Phases are introduced.
- 1994: Luvs introduces the Dri-Weave, an absorbent material found in Always. This was only used for a short while.
- 1995: Luvs introduces a diaper for both boys and girls.
- 1996: Luvs introduces the stretch diaper, a diaper that features the "elastic waistband".
- 1998: Barney the Dinosaur first appears on Luvs diapers, in consideration to the theateratrical release of Barney's Great Adventure.
- 1999: Luvs introduces the Size 6.
- 2001: Luvs Overnight Leakguards are introduced. Shortly thereafter Luvs began doing the cloth-like cover.
- 2004: Blue's Clues designs first appear.
- 2006: "Take The Luvs Challenge" is first used in that year.
Television advertising
Campaigns have gone throughout changes. It has gone throughout the "leakage protection" campaign in the 80s. From 1993-95 the "Talking diaper" was seen in the ads. Luvs began the "money saving" campaign in 1994. In 1995 the commercials began with a mother talking about buying expensive diapers with a baby wearing a diaper. Then she talks how Luvs work great on leaks and cost less. In 1998 Luvs began the "Water balloon on diaper" campaign, which starts with a balloon on a faucet inflating with water. Then a hole is poked with string and then it is put on the diaper, then moving to the chair. Then once the balloon is deflated, the diaper demonstrated on how they work on leaks. The campaign was brought back in 2001 when Luvs began using the cloth-like cover, this time placing the water balloon on diaper on cotton balls. It was brought back again in 2006, bringing it back to putting it on a chair but with Blue being on the chair first then switching to the water balloon on diaper.
Slogans
- 1978-85: Your Baby's Comfort Begins With Luvs
- 1991-93: Isn't It Great To Be In Luvs
- 1993-95: Luvs Gets To The Bottom Of Leaks
- 1995-2004: Live and Learn and Then Get Luvs (a modified version of the slogan has been used in 2004)
- 2004-05: Feel the Luvs
- 2005-06: Life Uninterrupted
- 2006-present: Take The Luvs Challenge
North American License
Blue's Clues currently appears on Luvs products.