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Case Study: Adjusting for the Holidays

By: Tina Chovanec
Posted: October 5, 2009, from the October 2009 issue of GCI Magazine.

Market Impetus

With more than four million pregnancies a year in the U.S. alone, it’s no wonder that mother and baby care are among the strongest personal care categories, (according to Euromonitor International, premium baby care’s value grew from 7% in 2007 to 11% in 2008) and why, within a year of its launch, the Beauté de Maman pregnancy care line is enjoying a very warm reception (www.beautedemaman.com).

Background

The natural positioned product line for pregnant women was developed by Michele Brown—a board-certified, Yale-trained obstetrician with more than 25 years of experience. She leveraged her experience and knowledge in skin care issues that pregnant women face in the development and strict evaluation of Beauté de Maman products. Current products include stretch mark cream, nipple gel, face and body cream, skin cleanser and a dietary herbal supplement.

All products address the hormonal and physiological changes that women encounter during pregnancy, and utilize ingredients that have been researched for their safety profile in regard to reproduction toxicity. “Providing women with the opportunity to safely and naturally correct pregnancy-related issues is the motivation behind all of our products,” says Brown. Due to the medicinal/treatment properties of the ingredients, the products are categorized as cosmeceuticals.

The positioning and products have produced both press and sales results. The facial scrub and face/body cream were recognized as top 120 “Best Products for Mom and Baby” in the January 2009 issue of Pregnancy magazine, and sales have grown on a monthly basis—encouraging the brand to expand the line.

Holiday Packaging Challenge