Research shows parents are interested in 'baby beauty'

Research shows parents are interested in 'baby beauty'

A new global study shows that parents do give considerable thought to their babies’ appearance, suggesting opportunities for beauty products targeting young children.

The research was part of the latest report on the global baby and toddler personal care market, recently published by market research company Canadean.

Titled: Top Trends in Baby Care; Exploring the baby food, drinks, toiletries, and diapers categories, the report highlights how baby care brands should take a sensitive approach to the manner in which their products are branded and marketed, Canadean market researchers conclude.

Selfie-ready looks for babies, too

It seems that the culture for selfie-ready looks is spreading beyond younger adults and now permeating how both toddlers and babies are turned out for the shots that other parents and family are likely to view on Facebook and Instagram.

And reflecting this there has been a surge in the number of product launches targeting the “baby beauty” trend.

As part of the Canadean market report, the team’s researchers asked parents all over the world how important they thought the looks and general turnout of a child under the age of four were.

Latin America and Russia top the league

The survey findings discovered that on a regional basis, it was parents in Central and South America who were most concerned about their babies’ appearance, with 9 out of 10 stating that their child’s looks really mattered.

Interestingly, the opinion of parents in North America contrasted quite significantly, with only 7 out of 10 stating that their young child’s appearance was really important.

Elsewhere in the world, there were even bigger contrasts. On a country basis parents in Russia chalked up the highest concern for their children’s appearance, with 98% responding that it was a concern, while the country with the lowest rating was New Zealand, where only 53% were baby image conscious.

“The fact that even in the least child-image conscious country over half of parents with babies are concerned about their children’s looks shows how important this consciousness around baby aesthetics has become,” said Canadean analyst Veronika Zhupanova.

Brands need to be fun rather than image-conscious

However, to address these concerns, Zhupanova stresses that product developers need to respond with baby beauty products that are fun, rather than being purely image conscious.

One launch that taps into the fun element is the recently launched edible nail varnish, from US-based brand Kid Licks.

“An optimum strategy here would be for manufacturers to promote a holistic approach to a child’s image, placing the primary emphasis on babies’ health, wellbeing and happiness,” said Zhupanova.

“Doing so will help parents avoid feeling overly pressured about their children’s image, as well as to prevent children from being obsessed with their looks from an early age.”

She adds that launches should also be emotive, and should especially focus on parent bonding to facilitate a positive perception of the brand. 

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