Parenting is full of unknowns, but skincare shouldn’t be one of them.
To give parents confidence in caring for their baby’s delicate skin, we positioned Huggies® Calm Wipes as “Baby Bottom Skincare,” a dermatologist-backed, 4-in-1 wipe that cleans, hydrates, soothes, and replenishes in one simple step.

​

We brought the idea to life with a premium PR mailer designed to look like luxury adult skincare—but with one key difference: no complicated routine. Just one wipe with everything their baby’s skin needs.
To reinforce trust and enter skincare conversations, we partnered with triple board-certified dermatologist and new mom Dr. Mamina Turegano, bringing expert credibility to every wipe.