NEW YORK, Sept. 20, 2018 /PRNewswire/ -- Amid a climate of distrust in the cosmetics industry, Mustela®, a subsidiary of parent company Expanscience Laboratories, announces the launch of "I Want Natural," a 360-degree media campaign demonstrating the brand's long-term commitment to product safety and the use of clean and natural ingredients. The campaign, developed by AIR PARIS, aims to disrupt the baby care marketing landscape by veering away from the traditional codes of the category, allowing the babies to do the talking with the goal to educate consumers on ethical and sustainable sourcing, transparency, quality and natural ingredients. In addition to following European cosmetic safety guidelines, which are considerably stricter than in the U.S., Mustela® uses an average of 95% natural ingredients across all baby products.
"Mustela® is often sought after for our impressive dermatological heritage, and while we are extremely proud of our scientific prowess, it's important that our consumer understands we are equally proud of our commitment to natural ingredients and environmental consciousness," says Catherine D'Aragon, Vice President of Marketing. "For over 60 years, Mustela® has relied on sustainably sourced natural ingredients for its formulas, and it's part of our DNA. We're excited to use this new campaign as a platform to promote our unique position as a baby skincare brand offering the perfect balance of science and nature for all skin types."
Unlike traditional baby campaigns that focus on the needs and perspective of the parents, Mustela®'s "I Want Natural" campaign gives babies a voice. For the first time, babies and toddlers communicate their needs through expressive personalities and candid tones. In addition to the core "I Want Natural" campaign pillar, Mustela® will also rely on the baby point of view to highlight other key brand pillars including:
- "I Want To Protect My Planet": demonstrating Mustela®'s commitment to sustainable sourcing, B Corp certification and eco-friendly packaging
- "I Want My Own Skincare": highlighting Mustela®'s dermatological expertise and four targeted skincare lines for Normal, Dry, Eczema-Prone and Very Sensitive Skin to offer customized care for baby's skin
- "I Want My Parents to Feel Confident": detailing Mustela®'s support of parents throughout the pregnancy journey and beyond
While the campaign will be deployed via merchandising at point-of-sale, the primary focus will be heavily digital, implemented through social, programmatic advertising, influencer partnerships and an accompanying #IWantNatural Challenge sweepstakes.
Mustela® draws upon its 60 years of dermatological expertise, decades of research and knowledge about the physiology of the skin to create innovative skincare products for babies, children and new and expecting mothers. Mustela® is committed to skin health and uses safe, effective, and natural ingredients in its products, sourcing 95% of ingredients from their natural origins. All products are dermatologically tested, hypoallergenic, eco-friendly and will never include any questionable ingredients such as parabens, phthalates, or phenoxyethanol. Mustela® is also committed to a policy of Corporate Social Responsibility. In 2018, the company became B-Corp Certified, thereby confirming its continued path towards a positive and committed CSR, fueled by a strong social mission. For additional information, please visit www.Mustelausa.com, www.instagram.com/Mustelausa, https://www.facebook.com/MustelaUSA/