How can one distinguish a baby cosmetics brand from all the (numerous) competitors trying to make a name for themselves in this segment? David Tyrrell, of the Mintel Beauty Team, highlights a few key points based on the example of the new range by Sophie la Girafe, a brand that successfully shifted from teething rings to baby skin care.
Key points
1. Ecocert certification shines well on Sophie La Girafe’s brand extension into baby skincare
2 .Evidence-based gentleness claims differentiate the brand from the crowd
3 .Tea benefits extend to the youngest consumer
From teething rings to baby skincare
Sophie La Girafe baby teether was created in 1961 and is widely recognized to help nurture babies’ development. The company has personalized its manufacturing with a focus on safe and natural ingredients and is transitioning that philosophy to baby care with a launch of a line of skincare products. The Ecocert-certified natural and organic product line consists of baby hair & body wash, bubble bath, face cream, protection cream, baby body lotion and baby oil with white tea across the board. According to a testimonial on Real Mum Reviews , the product is beautifully scented, needs only a small amount of product per use – making it long lasting, is non-irritating and would also make a great gift for new mums.
Baby’s skin different from adults
Newborn skin forms a competent protective barrier to the outside world. It may appear the same as adult skin, but structural and compositional differences are evident for about a year. The pH of the …
