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One of the most important parts of my job is speaking to retail owners. I find it particularly enjoyable as I am very enthusiastic about educating store owners on the importance of natural products for children and how a strong line of skincare turns into repeat business and higher profits to their operation.

The baby and juvenile market is growing daily with over 10,000 babies born every day in the US alone. Parents need a multitude of items, from cribs to car seats. But unlike these items, a luxury skin care product line translates to repeat business. One of the most frustrating issues for a juvenile store owner is to have customers ask a ton of questions about a certain car seat or crib, etc… and then walk out of the store only to go buy that product from a big box retailer down the street for $10 less. A unique or luxury skin care line can keep people coming back to your store. Baby Shampoo, Diaper Balm Lotions, and Soaps are products that every new parent needs, and needs repeatedly. If you can sell them on your skincare in that first introduction to your store, along with car seat or crib, they will be back in your store in a month for refills and see that other new “something” that they never thought they needed. I also recommend your skin care products be included in every baby shower registry. If they get it as a gift, bought at your store, they are more likely to return for that same product when they run out. The goal is repeat business and bringing your customer closer to you.

As a retailer, you are confronted by thousands of potential products to carry and limited space. How do you decide which skin care lines to carry? First of all, you should carry at least two product lines to ensure consumers have a choice. The lines should be as complete as possible – minimally including Shampoo, Lotion, Soap and Diaper Balm. If the line includes specialty products, even better. Cradle Cap treatment, Baby Eczema treatment, Boo Boo (medical) Stick and Massage Balm are all solid additions to a full product offering.

Second, make sure that the line you choose has packaging that engages the customer. It should stand out with bright colors and fun logos. The design should help encourage customers to try them.

Third, make sure the manufacturer offers testers. Lotion is probably the best to sample, but Diaper Balm is also a good product to let parents feel and smell. Texture and smell are very important for successful sell through of the product line.

Lastly, carefully review the ingredients. Do the products include ingredients that the parents are familiar with and that they would find in lotions they use on themselves? Emollients like Shea Butter, Aloe, Vitamin E and Essential Oils are natural and healthy inclusions to any moisturizer. Stay away from products that contain chemicals like Laureth Sulfate, Ethoxylates, Sodium Lauryl Sulfate, Petroleum based products and even mineral oils as they are cheap ingredients that do little to nourish the skin and in some cases actually irritate instead. Natural based formulations are best and have been for thousands of years. Today there are hundreds of manufacturers producing cleaner, natural products for babies and children.

The goal with skin care is to keep your customer coming back to your store. Spend some time learning about the products you are carrying. Make sure the manufacturer has adequate training material so that your sales people can learn about the benefits and know how to position the product to your customers. They should also understand how the product line compares to the other brands available.

On occasion, I speak to retailers that are reluctant to carry high end baby care products because of their price point, believing parents won’t spend money for more expensive, natural products. But market research has proven that consumers spent an estimated $330M dollars on baby skin care products last year – up from $300M the year before. The fastest growing group of new parents is the 34 to 44 year old population. This is a much different customer base than even 5 years ago. These parents have established careers and a large amount of expendable income to spend on the best stuff for their babies. They are more educated and more interested in spending money on natural health and products for the entire family.
Make sure that the natural skin care company you decide to carry will service your needs as a retailer. Things that are important are low case counts, timely shipments, and tester products that consumers can try in the store.

Most importantly, make sure that you like both the product line and the people behind it.

John Hay is the Owner of Baby Bouquet, a manufacturer of a full line of natural baby skin care products.