Baby Dove unveils #BabySkin Advice with dermatologists and pediatricians on TikTok

01 Mar 2023 --- Baby Dove has launched an expert advice series for new parents searching for trustworthy skincare products featuring certified dermatologists and pediatricians. The brand is using its TikTok page BabyDoveCare to promote #BabySkin Advice.

The premise for creating the advice series is based on a recent Baby Dove survey in which 92% of new mothers admitted they found the experience stressful.

“Care is at the heart of everything we do – from arming parents with gentle products that care for baby’s delicate skin to supporting new parents as they embark on this exciting journey,” says Neha Minj, brand director and head of operations and engagement, Baby Dove, US.

However, while TikTok has become a go-to marketing platform for many, a study by Jönköping University Sweden flags that some ways skincare products are promoted on the social media platform TikTok can cause environmental sustainability claims to go missing.

Direct comms line to expert
A medical expert will respond directly to queries on Baby Dove’s TikTok social series to offer “overwhelmed new parents” personalized healthcare counsel on baby skincare routines in dry winter months, for example, or proper care for their melanin-rich skin.

“From our research we uncovered that four out of five parents switch to the Baby Dove Rich Moisture Collection products when they try it. With expert advice, coupled with these products, we aim to give parents everything they need to care for their little one’s delicate skin,” Minj says.Baby Dove has collaborated with pediatricians who work with parents to address common and unique baby skin issues.

The skin products include Rich Moisture Hypoallergenic Wash that gently cleanses the skin and retains natural skin moisture made with prebiotic moisturizer and skin-natural nutrients.

The Rich Moisture Hypoallergenic Lotion replenishes skin essential nutrients to soothe dry skin and provide 24-hour moisture.

“As a dermatologist with a special interest in caring for melanin-rich skin, I’m eager to not only offer my advice to all parents but also provide support to parents raising babies of color who often have sensitive skin that’s prone to irritation,” says Dr. Latanya Benjamin, pediatric dermatologist, board certified and fellowship trained.

The #BabySkin Advice series will run throughout March.

Baby skincare developments
In related news, Johnson & Johnson researchers found that adding lotion to a newborn skincare regimen after washing can “positively affect the microbiome” compared to just washing the baby. The company’s latest research on this outcome is touted as the “first” to evaluate the impact of baby skincare products on the microbiome in infants.

The company also launched Vivvi & Bloom, a skin and hair care brand for babies and toddlers developed with simple ingredients. The brand was created to streamline their baby care routine by meeting the needs of Millennial and Gen-Z parents and caregivers.

Meanwhile, the global baby care products market size is estimated to reach US$25.4 billion by 2028. PersonalCareInsights spoke with Maxime Fougere, global beauty marketing manager at Lubrizol Life Science, who examined suitable ingredients, future trends and the most sought-after baby care products.

Edited by Inga de Jong

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