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 Kid Little Kid’ concept responds to these shifting consumer demands.
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