How is P&G’s CEO getting inflation-weary shoppers to pay more? It starts with cashmere-like diapers

When Procter & Gamble designed its premium Pampers Amore line, launched in the U.S. in March, the consumer products giant focused on the diapers' greater absorbency, a cashmere-like feel, and superior skin protection properties to make it stand out from the pack. Amore was P&G's first new line for newborns and toddlers since 2018, and it's been an early success. Sales are expected to hit $100 million in its first year, and it was a key contributor to P&G's best quarter for organic sales growth in nearly three years. It also embodies how the company plans to convince consumers to stomach higher prices—a 108-pack of Amore diapers are 10% more expensive than Pampers Swaddlers—even as they battle inflation and demand more for their money.