ABSTRACT
In this chapter the author describes the collaboration between Annette Karmiloff-Smith and Procter and Gamble’s Baby Care division, which worked towards two objectives: educating parents through Pampers institute advertising and brand communication, and influencing the design of nappies and wipes to better answer to babies’ needs. Around the year 2000 Annette became a member of the “Pampers institute”, a group of experts from different scientific areas related to babies’ health and development. This group was setup by the Pampers team in order to keep updated on the latest scientific research in multiple fields of interest including neonatal care, pediatric dermatology or developmental psychology. The Pampers Baby Stages of Development product line started with “Pampers New Baby”, a nappy for newborns, featuring especially soft materials to provide the comfort and security newborns need, and a special liner to absorb soft poo. Another area where Annette and Pampers worked together was understanding of the role of sleep for infant development.
