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Skin care “premiumization” for babies and mothers-to-be

Clean beauty and well-being cosmetics movements are now driving forces in the category of care products for babies and mothers-to-be. Claims are no longer limited to hydrating or repairing properties, but are setting new objectives based on the criteria of health, safety, naturality and emotional well-being.

Care products for babies

The demand for more natural and environment-friendly products has accelerated considerably and this approach is currently the principal key for reassuring parents seeking transparency and cosmetic formulas that are safer for the delicate skin of their babies.

According to GlobalData, 69% of consumers with children between 0 and 4 years of age state that the claims of “natural” and “synthetic free” ingredients are now more important for them because of the pandemic. In this context, ingredients tested by dermatologists are considered as among the most positive for the health of the skin.

Since the skin of babies is very sensitive, reinforcing its protection remains a very popular aspect among young parents. This expectation is strengthened by the better understanding of the involvement of certain factors that may cause cutaneous issues.

In China, 40% of parents of children between 0 and 3 years of age and who purchase personal care products for babies are ready to pay more for products that solve specific skin problems, for example eczema or dryness.

Ensuring the protection of the microbiota during babyhood participates actively in preventing cutaneous pathologies and is now among the innovative concepts that are energizing the category of care and hygiene products.

Special attention to well-being has also helped redefine the image of cosmetics for babies. With the goal of stimulating good moods and restorative sleep, brands are now proposing comforting products to render the application of care products to babies a genuine moment of pleasure and soothing.

The barrier function of babies’ skin is still immature. Its epidermis and stratum corneum are finer than those of adults and so their skin is more vulnerable to permeability and dryness. This neo-protective envelope is physiologically very fragile and easily tends to redden as a result of daily aggressions (hard water, wind, friction from clothing or diapers, etc.) that can lead to inflammatory irritations causing sensations of tightness, stinging and burning.

Since the sensitivity of babies’ skin to pain is higher than that of adults, it is necessary to limit the causes that could lead to skin discomfort and to use repairing care products to help the skin recover more rapidly.

The sweat glands and sebaceous glands of infants do not yet totally fulfill all their functions. As a result, the hydrolipidic film and the protective acidic coat are still fragile and cannot maintain the neutral pH of the skin and prevent the adhesion of certain microorganisms.

During the first years of life, the growth and retention of a diversified microbial composition are essential for promoting the development of healthy skin and for certain immune responses. Interfering with this process can affect the health of the skin on the long term and may contribute to the development of inflammatory diseases such as eczema.

RECOVERINE® is a natural active ingredient obtained from chestnuts that maximizes the potential for repairing the cutaneous barrier and favors the recovery of dry skin. The skin is more moisturized, more luminous and softer.

GLYCO-REPAIR® is obtained from locust beans and is an active ingredient that regenerates the natural processes of skin repair. By reactivating re-epithelialization, it consolidates the epidermal barrier function for a healing action.

AD-RESYL® is a purified natural active ingredient specially developed to re-establish the homeostasis of atopic skin. It significantly improves the integrity of the skin barrier by activating epidermal cohesion and differentiation, as well as the organization of lipids. In addition, the expression of specific mediators and water content are improved in order to optimize hydration of the skin. Finally, the equilibrium of the microbiota is ensured by reinforcing innate cutaneous immunity.

Care for mothers-to-be

Emerging cosmetic concepts tend to increasingly consider the well-being of women. Among body care products, those devoted to pregnancy have experienced an increased reputation over the past several years.

Pregnancy is a favorable period for using cosmetic products because changes to the skin may drive women to increase the frequency of their use and the number of products. In France, a woman uses an average of 16 cosmetics a day, while a pregnant woman uses about 18.

Just as care products for babies, launches of prenatal solutions are influenced by trends based on approaches comprising safety, health, durability, and also well-being.

According to survey by the IFOP (French institute of public opinion), one of the principal preoccupations of 60% of pregnant women is to prevent skin problems related to changes in their body, in particular to avoid the persistence of traces or marks of pregnancy.

About 70% of women are concerned by stretch marks that affect almost one out of three women during pregnancy. These skin striae generally appear during the 2nd and 3rd trimesters on the belly, breasts, hips, thighs and buttocks. They are caused by the rupture of skin tissue resulting from the degradation of the networks of collagen and elastic fibers.

Itching is also very frequent during pregnancy and is intense at the level of stretch marks. In most cases, dry skin is the cause of these sensations.

30% of pregnant women show signs of acne that generally appear during the 3rd trimester (hormonal cause).

ELASTONYL® is a natural active ingredient extracted from the seeds of pumpkin that preserves the elasticity capital of the skin, thereby preventing its slackening and the appearance of stretch marks.

LACTOBIOTYL® is a natural postbiotic concentrate intended to care for dry skin. It also enhances the skin’s reflection and thereby enables all women to benefit from a radiant complexion.

ACNESIUM® is a purified natural active ingredient obtained from pomegranates that was developed specifically to prevent the clinical signs of slight to moderate acne. The rapidity of action and efficacy of this care product attenuate the symptoms of the pathology and the overall appearance of the skin is improved, self-image is enhanced and so quality of life is improved.

Camille Desperiez

Marketing project leader
As a biologist engineer, I am fascinated by the benefits of Nature on well-being and on the skin. At SILAB, within the marketing and communication department, my creative spirit is expressed in the production of thematic and trend presentations. In an international environment, my job requires to be continuously attentive to the current and future needs of consumers.

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