NEW YORK--(EON: Enhanced Online News)--Today, Mustela®, the number one baby skincare and stretch marks brand in Europe, introduces their first digital advertising campaign, which communicates the latest scientific discoveries about the vulnerability of babies’ skin and the subsequent reformulation of the Mustela® Bébé product range.
“Knowing the amount of time moms spend online and their thirst for information, we decided to launch this campaign as a purely digital endeavor, with the necessary balance of emotional cues and scientific information.”
“In developing this campaign, we had two goals—reach moms where they are and speak to the needs of the American consumer,” said Judy Carlo, Managing Director, Mustela®. “Knowing the amount of time moms spend online and their thirst for information, we decided to launch this campaign as a purely digital endeavor, with the necessary balance of emotional cues and scientific information.”
The new campaign, entitled, “Scientific Revolution,” is grounded in the consumer insight that parents found the details of the scientific research behind the reformulation of the Mustela® Bébé range “comforting.” The campaign showcases this scientific research as a revolutionary advancement in protecting a new generation of babies for life, positioned as “Generation Mustela.” This reformulation also demonstrates the brand’s unwavering commitment to creating products that are safe and effective, with a new standard of formulas that are made with an average of 92% ingredients of natural origin.
The immediate media plan for the campaign consists of banner ads, page takeovers, blogs and social media support on parenting and family sites including Baby Zone, WebMD, BabyCenter and Huffington Post. There are also plans to expand the campaign at the end of 2013 and beyond.
A unique research program and unprecedented dermatological discovery
The first study of its kind, Mustela® researchers analyzed babies’ skin starting from the first days of life, with a focus on not only the surface of the skin, but also within the epidermis. Using new, non-invasive in vivo technologies, Mustela® was able to go beyond the traditional measurements of pH and hydration to study the changes in the skin barrier over time.
Findings indicated that at birth, skin contains a rich reserve of stem cells that contribute to maintaining skin’s overall balance. However, until the cutaneous barrier is fully formed (around age two), these cells remain extremely vulnerable and are easily compromised due to daily stresses such as air pollution, temperature variations and UV exposure.
A next generation protective ingredient exclusive to Mustela® Bébé
With this knowledge, Mustela® researchers set out to find a solution to provide parents with a new generation of safe and effective formulas to protect skin at the earliest stages of life. The result was an exclusive bio-sourced ingredient, Avocado Perseose®: a rare sugar capable of both supporting the development of the barrier function and protecting cells from day-to-day stresses. In-vitro testing conducted at the Expanscience Laboratories found that the presence of Avocado Perseose® helped to preserve 80% of stem cell markers from one of the most aggressive external stressors, UV rays.
Now, reformulated with Avocado Perseose®, Mustela® Bébé is a complete line of bath time, skincare, well-being, diaper change and cleansing products specially formulated for the delicate skin of babies.
Tested under dermatologic and pediatric control, Mustela® products are always free of parabens, phthalates and phenoxyethanol, and are tested to be hypoallergenic to minimize the risk of allergic reactions.
Mustela® is available at Target, Babies “R” Us, Buy Buy Baby, Drugstore.com, Diapers.com, Sephora.com, Nordstrom, and other specialty retailers that can be located online at www.mustelausa.com