Catering to mothers-to-be

Women’s desire for smooth, flawless skin doesn’t stop at the neck, and that’s especially true for mothers-to-be.

(For the full report, including charts, click here.)



Sales of body lotions are on the rise, and judging by the influx of new entrants, prenatal care offerings and stretch mark crèmes are helping to drive sales.



While mothers-to-be have long sought out moisturizing formulas to soothe skin and help keep stretch marks at bay, the heightened focus on youthful, flawless skin has ignited a flurry of new activity in the prenatal segment and among those products that promise to target stretch marks.



For consumers using such products, it is all about what is, or what is not, in the formulas. When it comes to skin care products for mothers-to-be, as well as baby care offerings, those formulas that are free of harsh chemicals and are made with natural ingredients are especially important.



Manufacturers are heeding the call and rolling out offerings that are free of such ingredients as parabens, phthalates, mineral oil and petrolatum. They also are turning to ultra-moisturizing, natural ingredients.