Popular designer Cynthia Rowley has designed 11 styles of Pampers.
updated 6/30/2010 9:04:44 AM ET 2010-06-30T13:04:44

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 said Wednesday 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 that diaper performance comes first, but parents consider the look important, too.

Prettier diapers will be pricier. A pack of about two dozen of the toddler-size diapers will have a suggested retail price of $15.99, about $6 above plainer versions.

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.

P&G spokeswoman Tricia Higgins said Wednesday the Rowley design diapers are expected to be sold throughout the summer, and possibly after, depending on their reception.

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.

P&G's designer diapers all come with the company's new Dry Max technology. This year's debut of Dry Max, promoted as 20 percent thinner than previous diapers, has been plagued by consumer complaints that they can cause severe rashes.

The Consumer Product Safety Commission is investigating the complaints, which have also triggered lawsuits. P&G says it has found no evidence that the diapers are more likely to cause rashes.

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