The title might sound obvious given general personal care market trends but baby formulations have traditionally been centrally based on synthetic ingredients including mineral oil and petroleum jelly, and animal by-products such as lanolin.
Indeed the universally recognised ‘baby oil’ by definition is “a mineral oil used to soften the skin”.1 Today the baby personal care marketplace remains dominated by formulations continuing to be based on mineral oil and petroleum jelly in leave-on creams, oils and lotions, plus the likes of sodium laureth sulfate in rinse-off shampoos and cleansing products. We are however seeing a real surge in baby product launches with ‘natural’ themes.
Free from
Baby personal care formulations continue to feature a lot of ‘free from’ claims. According to Datamonitor: ‘Free-from formats help with conveying the message of naturalness, safety, healthiness, and ultimately, ethicality’.2 Datamonitor presented the Top 10 claims in baby personal care product launches, five of which stated what the formulations did not contain, rather than what they did.3
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