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Baby Products – Fragrance Trends

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Babies are precious, delicate and sensitive. Products designed for babies have to be mild, safe and comforting.

The American MNC, Johnson & Johnson is a pioneer in the category of baby products. Johnson’s Baby Powder was launched in 1893. In many parts of the world the original Johnson’s Baby Powder scent was associated with the smell of the baby itself.

 The baby product line now consists of powder, shampoo, body cream & lotion, massage oil, body wash, laundry cleanser and wipes among others. The category was dominated by Balsamic fragrances – sweet heavy floral with balsams, resins, woody, musky and earthy notes emotionally described by consumers as warm, velvet, soft and caring.

The last couple of decades have seen the odour palette for Baby products expand with a wide variety of fragrances. Floral, fruity floral, citrus, herbal notes usually in combination with some balsamic character were well accepted. An emerging trend in the baby category is the use of fine fragrance trickle downs with or without the support of traditional balsamic (baby) notes.  

The category continues to grow as what is good for the baby is considered good for adults too. In fact, in some markets over 60% of baby products are used by adults too.  

The baby category is highly emotive and so ‘mild, safe and comforting’ can never be over emphasised.