Mumbai: Aveeno Baby, a paediatrician recommended brand for a baby’s sensitive skin expands its science backed product portfolio with the launch of Aveeno Baby Daily Moisture Cleansing Bar, a premium soap-free cleansing bar with the power of oats that cleanses gently without drying. An innovation designed for the Indian market, Aveeno Baby Daily Moisture Cleansing Bar provides Indian parents a superior cleansing solution with the power of colloidal oatmeal to address their baby’s sensitive skin conditions.
Developed with pedriatricians
& dermatologists, the all new Aveeno Baby Daily Moisture Cleansing Bar offers
gentle and mild cleansing (pH 5.5) without stripping the skin’s natural
moisture, helping preserve, soothe and strengthen the skin barrier making it
suitable for newborns from birth. Aveeno Baby’s cleansing bar is crafted using a
sulfate-free,
coconut-derived surfactants which creates a mild,
rich, creamy, and stable foam without irritating the skin.
Backed by an robust safety and efficacy study
conducted among newborns, babies and toddlers with sensitive skin, the premium
non-soap bar has been clinically tested to provide gentle cleansing, reduced
dryness and enhanced barrier function. Unlike conventional soaps, which are often
alkaline and may disrupt the skin’s acid mantle, Aveeno’s Baby’s soap-free
cleansing bars are formulated to be milder and are commonly used to provide gentle
care for a baby’s sensitive skin.
Sharing the rationale behind the launch, Manoj Gadgil, Business Unit
Head – Essential Health & Skin Health and VP Marketing, Kenvue said, “Over
the last decade, there has been significant increase in babies and children suffering
from sensitive skin conditions like Atopic Dermatitis (AD), eczema and diaper
dermatitis largely due to extreme weather and environmental conditions. As per
the Indian Academy of Pediatrics (IAP), the incidence of AD in Indian children
has increased by approximately 20-39%[1].
Given the growing incidents, parents are increasingly seeking diverse solutions
to prevent and effectively manage these conditions.
We are excited to introduce the Aveeno Baby Daily
Moisture Cleansing Bar, bringing the same goodness of colloidal oat to a new
bar format and further strengthen our clinically proven sensitive‑skin
portfolio in India. This innovation reflects our deep understanding of baby
skin science and physiology, developed in collaboration with pediatricians
& & dermatologists, to create a superior product that offers relief and
hydration creating a strong foundation for a baby’s healthy skin.”
Dr. Dilip Tripathi, Regional Head of Baby &
Women’s Health Research & Development at Kenvue, emphasized the clinical
advantages of non-soap-based bars, stating “Sensitive skin requires specialized
care, particularly in infants. Not all cleansers are equal and effective, especially
for sensitive skin conditions. Today, premium soap-free cleansing bars are
becoming the preferred choice in pediatric practice due to their effective
cleansing properties while being gentle on the skin and preserving the natural
barrier. Aveeno Baby Daily Moisture Cleansing Bar is clinically tested to
provide gentle cleansing, reduce dryness with a balanced pH to protect the barrier
function making it an ideal cleansing solution for babies with sensitive and
compromised skin.”
Priced at INR 200/-, Aveeno Baby Daily Moisture
Cleansing Bar is available across key ecommerce platforms as well as modern
trade outlets.
To amplify the launch, Aveeno Baby will be launching a digital campaign on Meta
and Youtube, supporting by influencer activities with mommy influencers to
educate mums about sensitive skin conditions and need for science backed
solution to better manage it.
[1]
Gupta N, et al. (2024, October 16–18). Prevention and management of sensitive
skin conditions in the pediatric age group: Expert group recommendations via
modified Delphi consensus method [Conference presentation]. Mahapedicon,
Nagpur, India