A start-up selling wet wipes targeted at people caring for the elderly is set to focus marketing more on younger consumers after proving a hit with festivalgoers.

Waterless Hygiene launched the Equip range in July, comprising wipes with coconut extract, aloe vera & Karanja nut, protective hygiene wipes (rsp £3/24-pack), super-thick wash mitts (rsp: £2.29/four-pack) and a waterless shampoo cap that can be heated in the microwave and massaged into dry hair (rsp: £3.69).

The range had been designed to challenge personal care taboos and provide convenient care products to help people looking after the elderly, but the funky design and versatility had seen it adopted by younger festivalgoers, said co-founder Angela Fitzpatrick.

“We did some trials with people going a local festival and had great feedback, so we’ve started a social media campaign via Twitter, Facebook and are looking to invest in the festival market next season,” she said. “We changed our original design to keep its appeal broad - we didn’t want a pseudo-baby wipe but something a bit more fun, with great credentials.”

Equip’s oversized wet wipes have been listed in 160 Sainsbury’s stores since mid-July, and Tesco is listing the protective wipes from mid-October.

Topics