Midwife-founded company, My Expert Midwife, has extended its product range across key retailers and launched a marketing campaign to drive brand awareness around its baby skincare range.
Asda, the first grocery retailer to sell the collection of midwife-developed, paediatrician approved and dermatologically-tested baby skincare products, will extend its distribution to 555 stores nationally from November – a presence in 88% of its supermarkets.
The range includes Mega Mild Moisture Milk, Mega Mild Cleansing Wash, Totally Immense Dribble Defence and No Harm Bum Balm, which can be used from newborn and Super Settle Cleansing Wash and Super Settle Moisture Milk, which can be used from three months. The listing is in addition to the brand’s core mum-to-be range, including Spritz for Bits, No Harm Nipple Balm, Peri Prep Your Bits and Fantastic Skin Elastic.
The brand’s latest marketing campaign, centered around ‘super powering you from preconception to parent’, is aimed at supporting and inspiring newborn parents and addressing common myths and preconceptions. A dedicated hub on the brand’s website will address six “amazing superpowers” that mums and babies have that often get overlooked, from maternal instincts to the skin microbiome and the ability to synchronise sleep. A dedicated Super Powered Podcast, hosted on Acast, will run alongside the hub and be supported by targeted PR and social media, plus a new My Expert Midwife Club App – bringing together their online community with access to information and advice from their team of in-house midwives.
Karen Doran, commercial director at My Expert Midwife, said: “We are thrilled that our Baby skincare collection has been so well received with extended listings in Asda stores nationwide. Our new marketing campaign is set to drive visibility further with fresh and engaging content that we are confident will resonate with new parents and parents-to-be.
“Whilst becoming a parent is full of wonder, we understand that the first six weeks in particular can be a real rollercoaster with mental, physical and emotional challenges! Our superpowering initiative is set to educate and reassure parents that it will get easier and provides the tools to help support during the learning journey.”
The brand’s core maternity range has also secured product extensions in Superdrug and Boots. The latter will be extending its supplements to 628 stores (from 300) whilst Superdrug is increasing its distribution of the core product range, including Spritz For Bits, Peri Prep, Fantastic Skin Elastic and Nipple Balm to 315 stores from 100, effective from October.
