Improved baby wipes from Akachan Honpo are 100% Tencel

New Water 99% Baby wipes were launched on October 10th to coincide with Babies Day - the date Akachan dedicates to baby's well being. The premium wipes are available both online and in all Japanese Akachan Honpo stores.

The development of this private label brand began already six years ago when Akachan took the strategic decision to minimize the use of lotions and added ingredients in their wipe products. The next stage in this development has been reached with the inclusion of TENCEL fibers.

We have a clear mission to develop baby wipes which are both gentle to sensitive baby skin and deliver the highest quality performance. As a result of studying possible materials we concluded TENCEL fibers would meet parents requirements, says Kennichi Fujiwara, General Manager, Akachan Honpo.

TENCEL is made from cellulose - the most abundant and renewable raw material on our planet. By using cellulose from trees Water 99% wipes will biodegrade. Chris Potter, Business Manager Japan for Lenzing says: The increasing importance of sustainability has positively impacted the demand for cellulosic fibers.

Chris adds: The second important driver for our success is the enhanced performance offered by TENCEL in wiping products. A key purchasing criteria for baby wipes is skin friendliness. This is met by the smooth surface of TENCEL which cleans effectively whilst preventing irritation of sensitive baby skin.

Akachan Honpo wants customers to know and understand more about which fibers are employed in their baby wipes: In addition to the TENCEL logo inclusion on packaging the unique fiber properties are illustrated on accompanying promotional material. This development is important for consumers since it helps them to make an informed decision and understand the difference the fiber choice can make.