New Diaper Fights Rash, but Price May Sting

Procter & Gamble says it has developed the first diaper medically proved to prevent and treat rash, and the company is betting parents worried about relieving their infants’ discomfort will be willing to pay a price more than 50% above standard disposable diapers.

The Pampers Rash Guard spreads skin conditioners on a baby’s bottom while absorbing waste, P&G; said.

The treatment comes from strips on the diaper that are treated with petrolatum and stearate, a skin conditioner, P&G; said.

The company said a jumbo package of 36 treated diapers will cost about $13.25, the same as the average price of a package of 56 of the company’s basic diapers.

To comply with Food and Drug Administration guidelines that allow P&G; to claim its latest diapers prevent and treat diaper rash, the company conducted six clinical studies and tested the product on more than 800 infants.