A couple months ago, we blogged about the booming market for natural and organic baby care products. While this is a huge opportunity for health and beauty product manufacturers, it is equally important to keep in mind the moms doing the purchasing. This mom market breaks down into three categories: mom-to-be, mom-and-baby, and new moms. The products that these women are looking for vary and need to be marketed as such.
 
During pregnancy, women are looking for products to deal with the new cosmetic and skin difficulties on top of the ones that they may have had already. Stretch marks are obviously a factor needing attention, and Palmer’s “Tummy Butter” addresses this mom-to-be need. However, the product is barely set apart from its other cocoa butter lotions in location or appearance. Johnson & Johnson—a highly recognized baby care brand—has launched a “Best for baby, best for you” campaign to associate their trusted baby products with uses for mom as well. The suggest using their baby lotion as a makeup remover. Natural and organic products are also great “mommy and me” products as moms tend to be even more concerned about what products touch their babies’ gentle skin. Method’s “Squeaky Green Hair & Body Wash” has taken the natural baby product market by storm with its lid that doubles as a wash cup.
 
Last but not least are the post-pregnancy products. The most popular products address the problem of cracked and sore nipples. Products in this category include Essential Care’s Organic Nipple Balm and Dr. Lipp’s nipple balm. Products that are successful in the market address the concerns of being a mom, but don’t forget about keying into a woman’s needs. With today’s hip and stylish moms, stereotypical mom-marketing can get thrown out the window. If extending a well-known brand to include mom- and baby-friendly product, it should be relatable to original product line, while differentiating it enough to appeal to mom.

For the full article from Beauty Packaging, click here!