Baby skincare specialists are capitalising on parents' concerns for their babies' little delicate areas. Johnson's has relaunched its wipes in various guises ­ travel packs, two-packs and four-packs ­ and is predicting a 17% year-on-year growth for its range. Last year more than £2m was spent on TV for the brand which the company says underscores its investment in the category. Meanwhile, Sudocrem, manufactured by Forest Laboratories Europe, dominates the £5m nappy rash cream market with almost 88% value share. Available in 60g-400g tubs, the company claims this antiseptic cream's success is because of its specifically targeted promotional activity. Last year it was voted UK's best pharmaceutical product. {{FOCUS SPECIALS }}