via Drug Store News

Parents look for health and safety claims in skin care and other items.

by Nora Caley

Daily skin care routines, barrier support benefits and the need for moisturizer are not just for adults. Skin health treatments are a big trend in infant and baby care products, as are products that contain safe and effective ingredients and perform a myriad of tasks.

Consumers, especially young parents, are reading labels and carefully selecting items that have various “free-from” and other claims.

Parents today are looking for baby products that combine proven performance with simplicity.

Quick results are crucial in baby products, as no one wants to try a variety of items to see what might work. “Parents today are looking for baby products that combine proven performance with simplicity, favoring solutions that work quickly, are gentle on skin and make daily routines easier,” said Jim Creagan, president, CrossingWell Consumer Health. “The most attention is going to products that deliver fast, effective relief while also protecting and preventing irritation, all in one step.”

Creagan added that the baby products category is seeing premiumization, as parents are willing to trade up for products that deliver better results. At the same time, they expect value.

CrossingWell makes Balmex products, including Complete Protection Diaper Rash Cream, which Creagan said is clinically shown to reduce redness quickly while protecting against multiple causes of diaper rash, and Multi-Purpose Healing Ointment, designed to treat a range of everyday skin irritations.

“This approach reflects a clear focus on fast-acting, multi-functional care that simplifies routines without compromising performance,” Creagan said.

Read the rest at Drug Store News.