CINCINNATI (AP) -- The Procter & Gamble Co. is aiming to make disposable diapers fashionable.
Popular designer Cynthia Rowley has designed 11 styles of Pampers, including pastels, stripes, madras and ruffles. P&G says they'll be offered in Target Corp. stores beginning in mid-July.
Jodi Allen, a P&G baby care vice president, says in a statement Wednesday that diaper performance comes first, but parents consider the look important, too.
Pampers is the No. 1 worldwide brand in sales for the Cincinnati-based consumer products maker that also has Tide detergent, Crest toothpaste and other brands.
Dallas-based competitor Kimberly-Clark Corp. last month launched U.S. sales of Huggies Jeans Diapers, giving babies' bottoms a denim style for the summer.