MUSTELA® Takes a Page from Adult Beauty to Reinvigorate Baby Skincare
Mustela® Launches Four New Product Lines for Normal, Dry, Eczema-Prone and Very Sensitive Skin to Offer Customized Care for Your Baby's Skin
NEW YORK, April 27, 2017 /PRNewswire/ -- 95 percent of moms believe it is important that their baby's skincare products are formulated specifically for their skin type.1 The new Bébé product line from Mustela® is the first brand to answer this need. A trusted leader in the skincare space for over 60 years, Mustela®'s new family of baby products features four separate lines designed for a variety of skincare needs: Normal, Dry, Eczema-Prone and Very Sensitive.
Mustela® researchers from parent company, Expanscience Laboratories, conducted 10 years of research to better understand the physiology of baby's skin, which has resulted in two major discoveries:
- Between the ages of 0 and 2, babies have specific skin needs compared to adults. Their fragile skin barrier is still developing during this critical period and cannot protect itself from environmental stressors and therefore needs to be hydrated from day one.
- Babies are born with different skin types and therefore require specific care. Mustela® researchers have identified 4 key skin physiologies: normal, dry, eczema-prone and very sensitive.
With these findings, Mustela® developed purposeful, effective formulas that addresses the needs of different skin types, providing parents with the first line of baby skincare that caters to their child's specific needs. The new Bébé formulas prioritize safety and efficacy and contain an average of 95 percent ingredients of natural origin and are completely free of parabens, phthalates and phenoxyethanol. Mustela®'s formulation guidelines go beyond cosmetic safety standards and exclude any questionable ingredients. All four lines are formulated with Mustela®'s responsibly sourced key ingredient: Avocado Perseose®. Found in the heart of the avocado, it works to protect the skin's cellular reserves and maintain moisture levels. In addition to Avocado Perseose®, each product line includes unique natural ingredients to address specific skin concerns, such as ceramides and beeswax in the Dry product line to nourish, Sunflower Oil Distillate in the Eczema-Prone product line to replenish and Shizandra, a berry extract, in the Sensitive product line to soothe redness and irritation. Each line offers a suite of products for bath time, hydration, cleansing and quick clean-ups.
"We have been caring for mom and baby skin since 1950 and our products have always been ahead-of-the-curve with regard to dermatological research and the use of plant-based ingredients," says Stanislas Baudry, Managing Director at Mustela® USA. "We're excited to continue that tradition of innovation with the new Bébé line and be the first brand in the category to launch products formulated specifically for four different skin types. In curating our products by skin type, we're able to better meet the needs of today's US millennial consumer. "
To celebrate the new launch, Mustela® is releasing its first ever brand campaign, "What's your Baby's Skin Type?" to educate new parents on how to properly diagnose their baby's skin type. The heartwarming videos include a 60-second spot that introduces the viewer to the concept of skin types followed by four 30-second bath time vignettes. "Through our extensive research, we learned that bath time and hydration are key routines for parents, but we also discovered that they are seeking support and advice for these moments," said Catherine D'Aragon, Vice President of Marketing at Mustela® USA. "We're thrilled to provide parents seeking information about their baby's skin with the educational tools they need."
The 360° campaign has a social media component built around the hashtag #ForMyBaby, with layered partnerships with key bloggers and influencers. This approach marks a turning point for the brand in the US and is rooted in Mustela®'s desire to engage with and offer targeted support to the millennial mom cohort. Parents can view the videos and start their skincare education journey at MustelaUSA.com. The national campaign launches on April 27th.
1 Mustela USA 'Usage & Attitudes: Hygiene & Skincare Baby Products', IFOP, November 2016
About Mustela®
For new moms and moms-to-be who just want the best for themselves and their baby's tender changing skin, Mustela® provides high quality skincare through dermatological expertise and the highest concentration of natural ingredients. Mustela® has over 60 years of expert skincare research with plant-based active ingredients that go into unique paraben-free formulas that meet the needs of pregnant mothers and their baby's developing skin. Mustela® products are available at Target, Babies "R" Us, Buy Buy Baby, Walgreens, CVS, Amazon.com, MustelaUSA.com and other select retailers.
SOURCE Mustela
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