Just 3% of 2018 personal care product launches targeted babies, and brands should focus on adding value to this market space by looking at new ways to feature naturalness and take inspiration from adult beauty trends.
In A Year of Innovation in Baby Personal Care, 2018, Mintel reports on three global opportunities that will help brands target this demographic and capture the attention of parents who want safe & effective personal care options for their youngest family members.
North American shoppers want brands to convey safety by marketing naturalness, using fewer ingredients, and targeting newborns with their claims
Baby care products generally focus on sensitive skin claims and recognizable botanical ingredients, and Mintel encourages new product developments to go beyond this now standard expectations to satisfy today’s conscious shoppers:
Time management is a major concern for parents, and they’re looking for convenient and easy-to-use products that will help them simplify their routine.
Bar soap is a convenient format for washing at bath time, and foaming body oils and other easy-to-spread leave-on products, such as our Natural Roll-On Bug Deterrent, help make baby care a little less stressful for everyone involved.
There are specific trends in the adult-focused skincare space that can easily extend to baby care lines.
Mommy-and-me products are also a growing development area, with products that are safe and gentle enough to be used by nursing or pregnant mothers and their young children, such as a mild bubble bath. This streamlines the personal care process for both parties, and helps reduce excessive products from stacking up in the shower or medicine cabinet.
At Twincraft, we have a variety of traditional and non-traditional natural skincare products that can easily be developed as baby care. One of these traditional formats is our Baby Treatment Cream, which functions as a Diaper Cream or treatment for other areas that need soothing.
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Baby Diaper Cream |
This formula uses safe and effective pharmaceutical grade non-nano zinc oxide, which is tested and approved for the treatment and prevention of diaper rash. Organic sunflower seed oil and beeswax give this cream a rich, smooth texture that isn’t tacky like many other diaper creams. Rosemary leaf extract is rich in antioxidants and is anti-inflammatory, and squalene is a highly effective emollient. To use, apply a generous amount of cream on affected area. This formula is hypoallergenic and safe for use on the most sensitive skin. The base formula is limited in flexibility due to the nature of the product, but our R&D team is able to add or change small amounts of vegetable oils to tell a more specific botanical or natural ingredient story. The beeswax or zonc oxide content cannot be altered. To learn more about this product concept and other products in our Baby Care Product Concept Library, please contact our Sales Team. |
Source: Mintel, A Year of Innovation in Baby Personal Care, 2018