Procter & Gamble debuts designer diapers

CINCINNATI - The Procter & Gamble Co. is aiming to make disposable diapers fashionable. Popular designer Cynthia Rowley has crafted 11 styles of Pampers, including pastels, stripes, madras and ruffles. P&G said yesterday they'll be offered in Target stores beginning in mid-July.

Jodi Allen, a P&G baby care vice president, said 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.

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

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 said it has found no evidence that the diapers are more likely to cause rashes.