A range of baby skincare products from pregnancy, birth and baby experts, My Expert Midwife, will be launching in the grocery sector for the first time on 8 May, supported by a multichannel marketing campaign.
Asda will be the first supermarket to sell the collection of midwife-developed, paediatrician approved and dermatologically tested baby skincare products which include Mega Mild Cleansing Wash (£7.95), Mega Mild Moisture Milk (£8.95), Totally Immense Dribble Defence (£6.95), No Harm Bum Balm (£12.50), Super Settle Cleansing Wash (£7.95), and Super Settle Moisture Milk (£8.95).
The collection will launch across 530 stores and online and will be supported by an in-store, online and print marketing campaign, which includes in-store assets such as security covers and barkers, advertorials in Asda Magazine, in-store sampling and social media support.
Karen Doran, Commercial Director at My Expert Midwife, said: “We are thrilled to be partnering with Asda for the launch of the My Expert Midwife baby skincare collection in the grocery sector. Asda is the perfect partner to bring our midwife-developed products to families across the UK as they do their weekly shop.
“We’re so proud of the marketing campaign we have created to launch the range and believe it resonates with new parents and parents-to-be. This will be our largest investment in grocery-specific marketing to date, so we are excited to see the additional visibility it gives to our brand online and in stores across the country and can’t wait to see the campaign executed.”
The range is also sold by Boots, John Lewis, Amazon and myexpertmidwife.com.
