Social packaging and humorous, niche-driven branding resulted in Dude Wipes from Dude Products claiming the prestigious 2013 Visionary Award, presented at the Vision 2013 Consumer Products Conference in Orlando, Florida, at the end of January.

In a bid to change male hygiene routines and behaviour, the product is wallet-sized, flushable and biodegradable and contains vitamin E and aloe.

“Dude Wipes is a superb example of innovating through clever positioning, packaging and marketing to meet the needs of a specific target market,” said Dave Rousse, president of INDA, the organiser of Vision. “There were five outstanding products representing many aspects of consumer products and they were all winners by being selected as finalists in the 2013 competition.”

The award is given to the most innovative new consumer product at the conference, which was held this year from January 28-31, at the Rosen Centre Hotel in Orlando.

Celebrating its 12th consecutive year as the most important conference bringing together the worlds of consumer products and nonwovens, Vision 2013 attracted over 325 attendees from around the world.

The other four 2013 Visionary Award finalists were:

• DiversiTech Merv 8+ and Merv 9+, DiversiTech Corporation. A pleated filter that has a full frame but takes up half a much storage space as a conventional cardboard filter because it is nestable when stacked.
• Poise Panty Fresheners, Kimberly-Clark. These feminine fresheners are equipped with a clean and fresh scent that lasts up to four hours.
• Winged Fiber Facial Mask, Allasso Industries. Cosmetic facial mask made using a nylon Winged Fiber spunbond is loaded with essential moisturizing and rejuvenating oils and creams.
• VitaFlex Soft-Stretch Hoo, VitaFlex. Utilizes a latex-free elastic nonwoven fabric to provide greener and less expensive primary head protection.