Russia's own brand diapers takes on Huggies, Pampers

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YEKATERINBURG, Southern Urals--The Emeralds of Urals, a local cosmetics manufacturer, is rolling out Russia's first locally produced diapers to take on the multinational Huggies and Pampers brands.

The move is in response to the dwindling purchasing power of Russian families as a result of the country's economic crisis.

"Many Russians have [grown] accustomed to diapers but many of them can barely afford them today", said Peters Zalessky, an expert with Comcon2, a leading Russian marketing agency.

The new Karapus ("baby boy" in Russian) brand willcost half the price of foreign brands according to Yekaterina Bashlacheva, Emeralds' head of marketing. The product is targeting families with income ofapproximately $130 a month.

Karapus will be promoted in the national press including Parents and Nanny magazines and several popular women's publications.

Local agency R.I.M. is handling the account. The campaign breaks in the autumn.

Copyright August 1999, Crain Communications Inc.

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