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Appealing concepts for the whole family

In the past, the general care and hygiene of children was very much left to women, and therefore products designed to be used for children were targeted towards mothers. This meant that all aspects of the product – the packaging, the brand, the fragrance – were engineered to appeal to female senses.

Now it is more common for both parents to work and this has resulted in parenting responsibilities being shared more evenly. With traditional stereotypes in parenting changing, this has caused a disruptive impact on the parental expectations of the personal care industry and its product offerings designed for children..

Despite such changes, 50% of dads still feel left out of baby care products as they are typically aimed at mothers (Mintel). From this stems a concept from Surfachem, designed for both parents to use with their children. This innovative range of formulations enhances bonding through multisensory experiences, from scents to textures.

In addition to these stereotypes, there is also a growing demand for greener products and ingredient transparency. With 74% of parents preferring children’s personal care products that are kind to the environment, and 80% wanting to know exactly what ingredients are in them (Mintel), Surfachem’s ‘Big

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Upcoming Events

in-cosmetics Korea 2022

Hall C, Coex, Seoul, South Korea
13 - 15 July 2022

SCSS Suppliers Day - SINGAPORE

SINGAPORE MARRIOTT TANG PLAZA HOTEL
Thursday 25th & Friday 26th August 2022

32nd IFSCC Congress

Park Plaza Hotel, Westminster
19-22 September 2022

in-cosmetics Latin America 2022

Expo Center Norte, Sao Paulo
21 - 22 September

Cosmetorium 2022

Palau de Congressos de Barcelona
28 - 29 September

SEPAWA 2022

Estrel Congress Center, Berlin
26 - 28 October

Access the latest issue of Personal Care Magazine on your mobile device together with an archive of back issues.

Download the FREE Personal Care Magazine app from your device's App store

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