NEW YORK, Sept. 20, 2018
/PRNewswire/ -- Amid a climate of distrust in the cosmetics
industry, Mustela®, a subsidiary of parent company Expanscience
Laboratories, announces the launch of "I Want Natural," a
360-degree media campaign demonstrating the brand's long-term
commitment to product safety and the use of clean and natural
ingredients. The campaign, developed by AIR PARIS, aims to disrupt the baby care marketing
landscape by veering away from the traditional codes of the
category, allowing the babies to do the talking with the goal to
educate consumers on ethical and sustainable sourcing,
transparency, quality and natural ingredients. In addition to
following European cosmetic safety guidelines, which are
considerably stricter than in the U.S., Mustela® uses an average of
95% natural ingredients across all baby products.
"Mustela® is often sought after for our impressive
dermatological heritage, and while we are extremely proud of our
scientific prowess, it's important that our consumer understands we
are equally proud of our commitment to natural ingredients and
environmental consciousness," says Catherine D'Aragon, Vice
President of Marketing. "For over 60 years, Mustela® has relied on
sustainably sourced natural ingredients for its formulas, and it's
part of our DNA. We're excited to use this new campaign as a
platform to promote our unique position as a baby skincare brand
offering the perfect balance of science and
nature for all skin
types."
Unlike traditional baby campaigns that focus on the needs and
perspective of the parents, Mustela®'s "I Want Natural" campaign
gives babies a voice. For the first time, babies and toddlers
communicate their needs through expressive personalities and candid
tones. In addition to the core "I Want Natural" campaign pillar,
Mustela® will also rely on the baby point of view to highlight
other key brand pillars including:
- "I Want To Protect My Planet": demonstrating Mustela®'s
commitment to sustainable sourcing, B Corp certification and
eco-friendly packaging
- "I Want My Own Skincare": highlighting Mustela®'s
dermatological expertise and four targeted skincare lines for
Normal, Dry, Eczema-Prone and Very Sensitive Skin to offer
customized care for baby's skin
- "I Want My Parents to Feel Confident": detailing
Mustela®'s support of parents throughout the pregnancy journey and
beyond
While the campaign will be deployed via merchandising at
point-of-sale, the primary focus will be heavily digital,
implemented through social, programmatic advertising, influencer
partnerships and an accompanying #IWantNatural Challenge
sweepstakes.
About Mustela®
Mustela® draws upon its 60 years of dermatological expertise,
decades of research and knowledge about the physiology of the skin
to create innovative skincare products for babies, children and new
and expecting mothers. Mustela® is committed to skin health and
uses safe, effective, and natural ingredients in its products,
sourcing 95% of ingredients from their natural origins. All
products are dermatologically tested, hypoallergenic, eco-friendly
and will never include any questionable ingredients such as
parabens, phthalates, or phenoxyethanol. Mustela® is also committed
to a policy of Corporate Social Responsibility. In 2018, the
company became B-Corp Certified, thereby confirming its continued
path towards a positive and committed CSR, fueled by a strong
social mission. For additional information, please visit
www.Mustelausa.com, www.instagram.com/Mustelausa,
https://www.facebook.com/MustelaUSA/
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SOURCE Mustela