Pampers redesigns wipes to make one-at-a-time dispensing easier
Product update covers the brand’s entire wipes portfolio and is being promoted through a humor-driven campaign featuring comedian and actress Iliza Shlesinger
Pampers has introduced improvements to its baby wipes designed to make it easier for parents to pull out one wipe at a time, addressing a common frustration during diaper changes and other everyday childcare routines.
The updated dispensing experience is available across the brand’s entire wipes portfolio, including Pampers Sensitive, Pampers Aqua Pure, Pampers Ultra Clean, Pampers Complete Clean and Pampers Clean & Calm. The change reflects the company’s efforts to turn direct feedback from parents into practical product improvements.
To mark the launch, Pampers partnered with comedian, actress and mother Iliza Shlesinger, who is also a Pampers Wipes user, for a humor-driven campaign. The initiative highlights a familiar parenting challenge: reaching for a single wipe and pulling out several at once.
Drawing on her own experience and candid observations about parenthood, Shlesinger brings humor to a situation that many families recognize. The campaign emphasizes how small product improvements can make everyday parenting tasks more manageable, particularly when parents are already juggling multiple responsibilities.
“Every parent knows the wipe math: you need one, the pack gives you six, and suddenly you are holding a tiny wet scarf collection while trying to keep a baby from rolling away,” says Shlesinger. “What I loved about this partnership is that it started with something so relatable. Parents notice the little things, and those little things matter. It’s fun to be part of a campaign that takes a real parenting experience, finds the humor in it and celebrates a solution.”
The packaging improvement is the latest example of Pampers incorporating consumer feedback into its product development strategy. Earlier in 2026, the brand removed fragrance from all Pampers Swaddlers diapers in response to changing parent preferences. The latest initiative focuses on improving the functionality of its wipes, making it easier to dispense a single wipe with each pull.
“Parents and babies are at the center of everything we do, and their feedback helps us identify meaningful ways to improve their everyday experiences,” says Caroline Sanchez, senior brand director, Pampers. “We have been acting on that feedback across the Pampers portfolio, from redesigning how Pampers Wipes dispense to removing fragrance from Swaddlers. Our partnership with Iliza allows us to share that news in a way that is relatable, authentic, and rooted in the realities of parenting.”
Through these changes, Pampers reinforces its focus on responding to evolving consumer expectations and improving the everyday usability of its baby care products.
