The company says that the relaunch is taking place on the back of extensive consumer research around how best to target its range of premium brand baby personal care products at North American consumers.
The result is that the Baby Magic franchise will now consist of new value-sized offerings and an updated packaging design that incorporates the original brand's formulation.
All this means that the brand will be extended to include a body wash, soothing lotion, bath milk and lotion, baby oil, petroleum jelly, baby powders and baby oil.
Ascendia should find itself well placed in the market, particularly as market research predicts that a rising birth rate in the US market is predicted to continue up until 2010.
Sales of children's personal care products grew by a staggering 65 per cent between 1999 and 2005 to reach $300.3 million, while Research and Markets predicts that a 6.7 per cent increase in the birth rate up to 2010 is likely to fuel still further strong growth.
"Our new Baby Magic products tested very well among consumers who were motivated by a well-known trademark at a solid value price point," said Elizabeth Houlihan Ascendia's VP of marketing. "They are interested in a wide range of baby toiletries that go beyond what is being offered today in the marketplace. This restage should serve both the brand and consumers," she added.
The company said that the new line has gone into production at its sites in Binghampton, New York and in Toronto, Canada, with retail shipments planned to hit retail outlets across North America by mid-July.
The new Hair & Body Wash and Calming Milk Bath both use use tear-free, dye-free, hypoallergenic gentle formulas and will be available in 30-oz. and 16.5-oz. bottles.
Packaging innovations include an easy-to-use pump dispenser for the 30oz bottle, designed to make dispensing easier, while the 16.5-oz. bottles have a convenient flip-top dispenser.