FMCG companies tap into ‘premium’ baby care
Large multinational consumer packaged goods companies are extending their core personal care brands to introduce premium skin products for babies.
Baby care pioneer Johnson & Johnson (India) and Hindustan Unilever Ltd have both introduced extensions of their core brands – Aveeno and Dove respectively – to offer lotions, creams, soaps, shampoos, and body washes for babies even as other baby care product makers like Dabur extend their brands to the premium space.
In July this year, Johnson & Johnson announced it was bringing an extension of its premium personal care brand Aveeno to India.
“Our overall objective for Aveeno Baby is to establish Aveeno Baby as the leading premium baby care brand rooted in active naturals and wellness,” said Deepali Agarwal, head of baby care at Johnson & Johnson India.
According to the company, Aveeno Baby’s biggest ingredient is colloidal oatmeal, a derivative of oats often prescribed for skin diseases including eczema. Aveeno Baby is priced at a significant premium to other baby care products. For instance, a 227g bottle of Aveeno Baby Daily Moisturising Lotion is priced at ₹799. The firm’s flagship Johnson & Johnson baby lotion is priced at ₹150 for a 200ml bottle.
Hindustan Unilever, the country’s largest packaged goods firm, test-launched Baby Dove in the quarter ended March 31. This test, of soaps and lotions, was conducted in Maharashtra, West Bengal and the North East, a HUL spokesperson said in an email reply. “The early response to Baby Dove has been very encouraging and as a result of that we went national with the range in July 2017. We have also expanded the range to add shampoo and body wash.”
Just like Aveeno, Baby Dove also positions itself as a go-to for dry skin problems with babies. However, its products are priced cheaper than Aveeno. For instance, a 200ml bottle of Baby Dove lotion is priced at ₹180. Baby Dove rash cream is priced at a hefty ₹210 for a 45g tube.
Dabur India also launched Dabur Baby, a premium baby care brand of massage oils, in January. Its flagship is a natural baby oil made with olive and almond oils launched last year. However, the product is still being test marketed, a Dabur spokesperson said in an e-mail. Dabur’s biggest baby care offering continues to be the mass market ayurvedic massage oil brand Dabur Lal Tail.