Introduction

One of the pivotal achievements in my career unfolded during my tenure at Earthwise, where I identified an opportunity to innovate within the realm of sustainability and baby care. This initiative culminated in the development and launch of a range of plant-based baby personal care products, aligning seamlessly with Earthwise’s commitment to environmental stewardship and consumer-centric innovation.

Background

The original Baby by Earthwise line debuted in 2013, marking a significant departure from the prevailing competitive landscape in the market at that time. This range distinguished itself through its holistic approach to addressing consumer pain points while embodying Earthwise’s core values of sustainability and natural efficacy.

Unique Selling Propositions

1. Solving Consumer Pain Points through Efficacious Formulations:

• Bubble Bath Innovation: At the time, environmentally friendly bubble baths were criticised for their lack of performance. The primary goal was to create a bubble bath that not only produced ample bubbles but also boasted delightful fragrances to invoke playful bath times.
• Gentle Hair Care Solutions: Existing products often contained harsh chemicals unsuitable for babies’ delicate hair. Our formulations prioritised plant based ingredients, addressing parents’ concerns about what they applied to their children’s heads.

2. Sustainability Initiatives:

• Innovative Packaging: Anticipating growing environmental concerns, I designed fully recyclable and reusable packaging. The resulting bottles doubled as money boxes and toys after use, aligning with Earthwise’s ethos of sustainability throughout the product lifecycle.
• Tactile Design: The packaging featured tactile patterns and vibrant colors aimed at stimulating physical touch and fostering cognitive development in infants, further enhancing its appeal and utility.

3. Tailored Fragrances for Specific Needs:

• Purposeful Fragrance Selection: Each product was scoped and meticulously crafted with specific needs in mind. For instance, the Bubble Bath and Detangling Spray featured fruity jungleberry scents for enjoyable bath times, while lavender was incorporated into sleep spray formulations to promote healthy sleep patterns. The shampoo, body wash and soaps were infused with the gentle essence of goats milk, offering a soothing and nurturing experience for both hair and skin.

4. Dermatologically Tested and Endorsed:

• Professional Certification: To bolster consumer confidence, I collaborated with renowned organizations such as Plunket, Allergy New Zealand, and Environmental Choice NZ. Their certifications underscored the dermatological safety and environmental responsibility of our formulations, providing reassurance to discerning parents.

Market Success and Enduring Demand

The sustained popularity of Earthwise’s Baby by Earthwise products across New Zealand, Australia, and Asia over the past decade underscores their enduring success. This longevity is a testament to the range’s ability to meet and exceed consumer expectations while upholding Earthwise’s values of sustainability and innovation.

Conclusion

My involvement in every facet of this project, from conception to market launch, exemplifies the power of strategic vision and consumer empathy in driving successful product innovation. By uniting diverse talents under a shared mission, we not only met but exceeded market demands, creating a lasting impact on both Earthwise’s brand reputation and the lives of countless parents and babies globally. This experience has been profoundly fulfilling, underscoring the transformative potential of sustainable and consumer-centric initiatives in the fast-evolving consumer goods industry.

The original baby by Earthwise design launched in 2013.

11 years later the products are still ranged across New Zealand, Australia and Asia.