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Baby's Skin

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

page 5 of 5

In addition to its campaigns, the company also continues to launch baby-targeted products, and had three new products on the shelf as of mid-June.

Their Future

“The products we use on our children and how they are made and disposed of will create the world our children will live in,” said Motherlove’s Higgins. In many ways, baby products, too, may be further illuminating the path personal care products as a whole take. The products used by parents on their children may influence the product choices those children make as adult consumers, and the baby segment’s drive for natural and gentle ingredients is a microcosm of a larger consumer drive. Therefore, companies such as Motherlove are always looking for the best sources and processes for their ingredients to reinforce real or perceived safety, now and later. Marketers and suppliers alike must be a step ahead to keep up with demand without compromising quality—then market it loud and clear so consumers can trust the commitment to understanding and advancing the products that meet these concerns.

SARA MASON is a freelance writer and editor in the Chicago area. She was formerly managing editor of GCI magazine.