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Baby Beauty Products Require Sensitive Approaches to Appeal to Parents, says Canadean

06 July 2016

While adults have long been expected to maintain certain grooming standards, particularly as social media and the selfie culture continues to reign, the emerging “baby beauty” trend, targeting parents of those aged four years and under, is a recent phenomenon in the industry, according to consumer insight firm Canadean.

The company’s research demonstrates how regionally, parents in South and Central America are the most likely to be concerned about their babies’ appearance, with 9 in 10 parents in the area stating that their child’s looks are important. The least child image conscious consumers are in North America, where 7 in 10 parents have the same attitude. Interestingly, when it comes to country analysis, Russians took the first place, with 98% of parents having the same attitude, whereas New Zealanders came out as the least image conscious, with 53%.

Personal care brands need to position baby beauty products as fun, rather than image-enhancing

Veronika Zhupanova, analyst at Canadean explains: “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.”

That said, brands need to navigate carefully so as to avoid entering the terrain of unethical product positioning whilst still aligning neatly with consumer motivations.

Zhupanova notes: “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. 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.”

To further avoid being seen as encouraging image-consciousness among the youngest generation, brands need to focus on the emotive side of the product, such as how it facilitates bonding between parents and children, as opposed to actually enhancing a child’s looks.

“Launches such as child-safe nail polish, for example, should be marketed as facilitating mother-daughter bonding, encouraging a healthier approach to a child’s perception of their own image,” adds Zhupanova.


Nail Polish

Organic edible nail polish - such as this one from Kid Licks - can be positioned as a fun accompaniment to parent-child time, promoting a healthy attitude to baby beauty products.


Editor’s notes

Information based on Canadean’s report: Top Trends in Baby Care; Exploring the baby food, drinks, toiletries, and diapers categories.

All information correct at time of publication and based on Canadean's research methodology.

For more information

Please get in contact if you have any questions to this or other Canadean reports. Analysts are available to comment. Contact the Canadean press office on +44 (0) 161 359 5822 or email

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