Luvs has launched Luvs Platinum Protection featuring the family-favorite character, Bluey. Luvs Platinum Protection disposable diapers are now more absorbent, featuring up to 12 hours of Triple Leakguard Protection, along with secure cuffs and stretchy sides that keep leaks locked in where they happen the most.

“We’re thrilled to introduce Luvs Platinum Protection diapers, the ultimate solution for parents who want performance, comfort and value,” says Jess Davidson, Luvs brand director, P&G. “We were determined to make the necessary upgrades to Luvs so parents no longer have to choose between cost-effectiveness and great product performance. We can confidently say that Luvs Platinum Protection parents can have both, giving them More to Luvs!”

Designed to provide exceptional comfort and leak protection, Luvs Platinum Protection diapers are the brand’s most absorbent yet, so babies stay dry through playtime and naptime – and parents spend less time and money changing diapers. Luvs Platinum Protection diapers offer parents an affordable, high-quality diaper with four levels of protection to keep babies dry and comfortable:

• Triple Leakguard Protection: Luvs Platinum Protection diapers feature Triple Leakguards that lock away wetness and provide superior leak protection for up to 12 hours.
• Secure and Stretchy Sides: The diapers feature secure and stretchy sides for a snug and comfortable fit that moves with your baby.
• Comfy Leak Barrier Cuffs: Luvs Platinum Protection diapers are equipped with leak barrier cuffs that provide an extra layer of protection against leaks.
• Wetness Indicator: Parents can easily keep track of their baby’s diaper status with the convenient wetness indicator, which changes color when it’s time for a change.

Luvs Platinum Protection is also the brand’s softest diaper ever. Luvs wants all babies to feel their comfiest and so the diapers are dermatologically tested, hypoallergenic, and free of parabens and latex, and with the new super soft design, Luvs ensures its diapers are gentle on delicate baby skin.

“We’re so excited to bring Luvs Platinum Protection diapers to parents nationwide,” says Linda Sauer, Luvs R&D product design director, P&G. “My son, Felix, was a Luvs baby, so I had firsthand experience of where we could improve. After extensive research and development, we’re confident that we’ve created the ultimate diaper solution. With Luvs Platinum Protection, parents can trust that their baby will enjoy superior softness, comfort, and up to 12 hours of leak protection.”

To add a touch of fun and style, Luvs Platinum Protection introduces two new prints featuring Bluey, adding a layer of fun to the diaper changing experience for both parents and babies.

Luvs Platinum Protection diapers are available for purchase at retailers nationwide beginning in July 2024.