Licensed toiletries firm H&A is celebrating 25 years in the business this year, and has put together a special Bathtime Report into how consumer demands are changing in the sector.
The firm became the first licensed toiletries provider to introduce on pack messaging to its licensed liquids portfolio, in a bid to reassure mums of the quality ingredients used. New packaging has been introduced to H&A's key brands from licensors including Carte Blanche Greetings, Cartoon Network, Disney, Hit and Nickelodeon.
"A simple bathing solution with a pretty picture on it will no longer cut it," said Angela Hall, MD at H&A. "Our recent research substantiates our knowledge that innovation and creativity are the key drivers of success in children's licensed toiletries, but there are now other important factors that must be taken into consideration to ensure success with our licence partners."
Hall continued: "Last year we spent £100,000 on research to establish what key safety call outs and certifications parents wanted to see on our licensed toiletries. This research led to the reformulation and repackaging of our portfolio of licensed liquids to ensure that they delivered the same trust and satisfaction for parents, equal to that of popular household brands."
H&A's bathtime research went on to reveal that parents of toddlers still head straight to the baby aisle in search of their child's personal care products, continuing to purchase baby bath time products for their youngsters, as old as six.
"We found that parents find it very difficult to make that transition to the kids toiletries fixture, for fear of the products not being suitable for their child's sensitive skin," continued Hall. "That's where we uncovered the potential to maximise sales and shelf space working with some of our toddler friendly licensors to create a brand new range of toddler toiletries.
"Our new range of toddler bubbly baths and shampoos takes into account all of our research with mums, who told us they want clear bottles, gentle liquids, mild scents and on pack messaging including tear free and paediatrician approved. Retailers are 100 per cent behind us on this project, agreeing to assign dedicated shelf space to toddler next to the baby fixture in store."
H&A will be the first licensed toiletries provider to enter the toddler market with branded products, using Disney character such as Finding Nemo and Minnie Mouse.