Subscribe for free to our flagship newsletter, CDR: This Week in Retail, for news and insights from the voice of retail pharmacy.

Skip to content

Clean formula, efficacy set bébé Bottoms apart

Kapur says bébé Bottoms Diaper Rash Crème Spray is a trending advantage over traditional messy creams.

HAWTHORNE, N.Y. — The baby care market is evolving quickly, driven by modern parents who demand transparency, efficacy and convenience. “Clean, plant-based ingredients and dermatologist-approved formulas are now table stakes across baby skin care and diapering categories. Premiumization is also shaping the category. Millennial and Gen Z parents are increasingly drawn to elevated aesthetics, soft-touch materials and multifunctional products,” says Nivaran Kapur, head of O-T-C at Sun Pharma, maker of bébé Bottoms Diaper Rash Crème Spray.

He notes that in the baby skin care segment social media continues to play a major role in product discovery, with TikTok and parent influencers shaping purchasing decisions more than legacy brand loyalty. Brands that are delivering real parent stories and practical value are seeing stronger engagement and ­conversion.

“Within the drug store channel, retailers such as Target, CVS and Walgreens are adapting to these shifts by continuing to expand shelf space for ‘better for you’ brands and highlighting health-forward claims. The integration of loyalty programs, same-day pickup, and subscription services are helping drug stores appear to be a convenient, go-to destination for everyday baby care needs. Even as inflation pushes families towards deals and coupons, baby care remains a hybrid of value and quality,” he points out.

Kapur says bébé Bottoms Diaper Rash Crème Spray is a trending advantage over traditional messy creams. As the market shifts towards cleaner, more effective formulas, bébé Bottoms stands out in several ways:

• Made with botanicals (or-
ganic chamomile and ­calendula).

• Made without parabens, fragrances or chemical ­preservatives.

• Gentle, dermatologically tested and can be used at every diaper change.

• Spray format means no messy hands, easy to spray with one hand, and generally a quick and easy and convenient ­application.

It’s currently available online at Amazon and Meijer stores.

Comments

Latest