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Baby's Skin

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

page 3 of 5

Reflecting recent trends, Evonik Goldschmidt recently introduced an emulsifier and texturizer especially designed for use in natural cosmetic applications, including baby care products. TEGO Emulprot is a PEG-free O/W emulsifier based on natural milk and sugar and produced by a biotechnological process. The German-based company claims that the emulsifier can be used with all common cosmetic oils, but works best with pure natural oils as they are said to complement the natural milk and sugar base of the emulsifier to reduce the greasy effect and provide soft and creamy textures.

Preservatives

In order to address consumer concerns about parabens, marketers and suppliers alike are looking at formulations and processes to find innovative solutions to the preservation challenge. The preservative used in Aveeno’s Daily Baby Lotion, for example, is benzyl alcohol.

Beyond formulations, Laboratoire Cosmétique CL Tech applied UHT technology to the sterilization of cosmetic products, eliminating the need for the use of preservatives. CL Tech director Didier Lopez also claims the sterilization process does not affect the efficacy of formulations. The company is searching for international manufacturers, with access to global markets, to broaden the use of this technology. The French company’s ECOCERT products are formulated under the principle that only what is essential should be used. This meant a detailed process to provide sensual properties that are appealing to consumers conducted in clean room, with formulations then packaged in airless containers with antimicrobial lids to ensure that no bacteria or fungi are present.

Value, Multifunctionality and Marketing Strategies

Companies must also be aware of the spending limitations of families in today’s economic climate. At the same time, busy moms want a product with multiple functions—for example, a diaper rash cream that also treats dry skin, such as Beiersdorf’s Aquaphor healing ointment, or two-in-washes that shampoo and cleanse, such as Gerber’s Grins and Giggles.

No matter the claim, it needs to work in order to gain and keep loyalty from moms. “They want to quickly ease the discomfort of their baby,” said Aquaphor’s Carnevale, who notes the company’s product is formulated to help heal dry, chapped skin and improve diaper rash within six hours. “If it works as well as the brand promises, then she will repurchase it again and again.”

Meeting unmet needs is especially key for niche opportunities. “The Aquaphor ointment fills the needs of so many skin care needs of babies, and it’s important not to confuse moms with several products—when we can provide the one that can do it all,” said Carnevale. Aquaphor is reviewing new product packages and forms to provide more convenience to moms, including a formulation for an optimal wash for daily baby care.