Many consumers continue to express desire for natural and organic personal care products, and that holds especially true when it comes to baby care.
Parents understandably are cautious about the products they put on their baby’s skin and often seek natural or organic baby care products that are free of harsh ingredients. As evidenced by the slew of natural and organic baby care products that continue to hit the market, manufacturers and distributors are heeding the call.
For example, in the second half of 2010, the Johnson’s baby skin care brand introduced Johnson’s Natural. The line is formulated with at least 98% naturally derived ingredients, as well as the brand’s No More Tears formula and its Allerfree fragrance. The collection includes Johnson’s Natural Head-To-Toe foaming baby wash, Johnson’s Natural baby shampoo, Johnson’s Natural baby lotion, Johnson’s Natural Kids 2-in-1 kids hand and face foaming wash, and Johnson’s Natural Kids 3-in-1 shampoo, conditioner and body wash.
Earlier this year, organic baby brand Green Babies teamed up with MZB Accessories to introduce a baby body care line available at Whole Foods Markets throughout the Northeast region. The full spectrum of skin, hair and bath products for babies is tear-free and contains no artificial fragrances, dyes, parabens or sulfates.
In July, Lansinoh Labs announced its acquisition of the Earth Friendly Baby brand of natural shampoos, bubble bath and skin care products. Earth Friendly will join Lansinoh breast-feeding products and Momma toddler-feeding products under the Lansinoh brand.
The article above is part of the DSN Category Review Series. For the complete Baby Care Buy-In Report, including extensive charts, data and more analysis, click here.