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Baby's Skin

By: Sara Mason
Posted: August 5, 2008, from the August 2008 issue of GCI Magazine.

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Beyond product categories, increasing access to information and greater possibilities for sharing views on product attributes is also influencing consumer buying habits. The information age is making consumers more demanding about the ingredients that are used in their products, fueling the popularity of natural and organic cosmetics.

“Today’s mom is more informed than ever before with an arsenal of information at her disposal,” said Lisa Carnevale, marketing manager for Derma at Beiersdorf, Inc. In addition, many women are having children at an older age—with more income and education. “They have a greater understanding of the importance of the products they use on their baby’s skin and the short- and long-term implications of the quality of products they choose,” added Higgins.

Natural and Luxury Alternatives

The ideal cleansers, moisturizers, powders and sunscreens are very mild to avoid irritation, allergic or sensitizing skin reactions, and organic or natural, paraben-free and eco-friendly products are gaining momentum. While mothers have an impulsive emotional pull toward “baby” scents, there is also a shift toward fragrance- and color-free products, as new moms expand the scope of ingredients they see as problematic for baby’s skin. Second ranked Aveeno Baby’s baby bath treatments and creams are noteworthy because they are fragrance- and surfactant-free. Developed specifically to gently cleanse, moisturize, soothe and relieve babies’ sensitive skin—even dry skin from eczema—the clinically tested formulas are enriched with natural colloidal oatmeal and glycerin, a natural plant-derived humectant that can impart special moisturizing properties to help lock in moisture and soothe skin.

Sweet almond oil instead of mineral oil, cornstarch instead of talc and 100% natural preservatives instead of parabens are some of the other alternatives parents are looking for.

Manufacturers are heeding the consumer demand and highlighting natural ingredients in their marketing. Burt’s Bees’ Baby Bee Buttermilk Lotion features buttermilk instead of parabens. The product’s print ad campaign largely revolves around an effort to encourage parents to read labels and make ingredient comparisons. In its efforts to nurture label reading and comparisons, Motherlove’s packaging features the USDA Organic seal.

In the luxury segment, The Câlinesse skin care line, first launched on the domestic Swiss market in 2007, includes four baby skin care products, featuring pure donkey milk and organic plant extracts. According to the company, the milk is regenerative and soothing for skin because of high levels of protein, phospholipides and ceramides. The product range has eco-certification and currently is being marketed in organic shops, as well as boutiques for women and babies. The range starts at €28 for the baby lotion.