Tom’s of Maine breaks into baby care category

The company says it is launching a new natural baby care portfolio that targets more sensitive skin requirements of toddlers, being free of parabens, phthalates or phenoxyenthanol and any other synthetic ingredients.

For the moment the range includes two products – a shampoo and a lotion – which the company says took nearly three years for its development team to come up with.

Part of that development time included pediatrician tests that aimed to determine that the plant extract and minerals-only formula was gentle and safe, despite the fact that it is not formulated with conventional preservatives.

Tear-free shampoo and fragrance-free option​

The Baby Shampoo & Wash is a tear-free formula that is said to be mild enough for everyday use and gentle enough for the most delicate of skin.

While the skin care option is a Baby Moisturizing Lotion that is said to be non-greasy while also providing enhanced moisturization characteristics to keep skin in optimal condition.

Both the shampoo and the baby moisturizing lotion have been formulated with lightly scented and fragrance-free options, to provide for the needs of young skin, which is often more susceptible to fragrance allergies.

Tapping into parental demand for natural​

Heightened awareness of just how sensitive a baby’s skin can be to harsher formulations has prompted a big demand in natural and high quality baby care and personal care products, with natural-based and organic products targeted at toddlers being a major growth area.

“We all want to know what’s inside the products we use because our kids are trusting us to make good choices for them,”​ said Liz Eddy, brand manager at Tom’s of Maine and mom to a toddler.

“We talked to a lot of parents in developing this line and heard they want natural, effective products with just what is necessary. So, in some cases, our products have half the number of ingredients found in other natural brands.”​

It worked for dental care, why not baby care?​

Tom’s of Maine was acquired by Colgate-Palmolive back in May 2006, a move that has helped bring natural oral care into the mainstream arena, as its products have tapped into existing Colgate distribution channels.

Now the brand is attempting to work the same magic in the still fast growing natural baby care segment, although it will be up against some stiff competition from longer established names such as Seventh Generation, Mrs. Meyers and Jason already carving up the market.