‘Babi Mild,’ one of Osotspa’s prominent brands that has been ubiquitous in Thai households for over 30 years, is gearing up to make its mark in the ever-expanding mother and baby product market in 2023, with a market value of 3,500 million baht (Combined value of Baby Liquid bath and Baby Talcum product categories). ‘Babi Mild’ aims to reinforce its leadership in baby care products with a market share of over 30%, driving a strategy that resonates with the insights of modern mothers, through its new brand proposition, ‘The Power of Gentle Touch,’ catering to the emerging needs of new mothers across all personae by crafting the finest products that deliver the newfound brand’s belief to truly become mom’s partner to take care of their little ones. Our new formula is with 100% organic ingredients across the product portfolio, along with a new look featuring crystal-clear and eco-friendly PET bottles.
Rebranding ‘Babi Mild’ to Strengthen its Position as the No. 1 Brand and Expanding into the Modern Mothers Market
Ms. Suthipa Panyamahasup, Chief Officer for Home & Personal Care and Health Care, Osotspa Public Company Limited, said, “The baby care market is experiencing rapid growth, accompanied by increased competition. Osotspa’s Home & Personal Care core strategy revolves around understanding the genuine insight and evolving lifestyle preferences and behaviors of consumers. Consequently, Osotspa has rebranded ‘Babi Mild,’ aiming to stand apart from competitors and broaden its appeal to a wider audience of modern moms. This initiative aims to enhance our competitiveness as a market leader and sustain continuous growth.”
Catering to mother’s need in giving the best for their children and securing children’s emotional well-being, Babi Mild expresses its strong belief in “The Power of Gentle Touch,”
harnessing the power of a mother's gentle touch in the context of their daily routines – activities such as bathing, and applying talcum and massaging lotion and oil. All of these seemingly ordinary actions serve as opportunities to build a deeper connection between mother and child. According to research by Hummingbirds Consulting, mothers of all personae in Thailand agree that by providing gentle touches to their babies consistently, the babies feel safe and secure, hence able to improve their self-esteem. The babies then gradually build their emotional stability, leading to the development of emotional intelligence (EQ). This, in turn, equips children with the emotional growth required to coexist harmoniously with others, paving the way for their development and the acquisition of essential life skills and a brighter future. Babi Mind takes on this brand mission to remind all mothers to the significance of gentle touch and its capacity to fortify the EQ of infants through its “The Power of Gentle Touch” campaign.
Organic Formula: Safety and Eco-Conscious as the New Trend for Modern Mothers
In addition to refining its brand proposition, Babi Mild has also introduced a new formula specifically designed for delicate newborn baby skin. Given the vulnerability of children's skin to various irritants, Babi Mild employs the “100% Organic Essence” formula certified by world-class standards, completely free from the ten potentially harmful chemicals known as skin irritants. This formula has been rigorously tested by skin experts and proven to be hypoallergenic, maintaining a pH balance ideal for children’s skin, ensuring the protection of your baby’s skin, leaving it soft, well-moisturized, resilient, and visibly healthy. It is also enriched with moisturizers that nourish the skin, rendering it smooth and supple, yet easily washable with the softly and naturally scented fragrance. This commitment to safety and skin health empowers mothers with confidence, allowing them to bathe their children with peace of mind and warm, loving touches.
Crucially, as the global drive to protect our planet gains momentum and consumer environmental awareness grows stronger, Babi Mild has undertaken a significant transformation in its packaging approach. The updated packaging offers a more modern look and is also eco-friendly, free of PVCs and BPA. This includes a transition of the brand’s liquid soap and shampoo bottles from PP plastic bottles to transparent PET plastic bottles, enhancing safety and aligning with the eco-conscious values and lifestyles embraced by modern mothers.
Extensive Portfolio of Baby Care Essentials
To solidify its position as the market leader in baby care products, the “The Power of Gentle Touch” campaign encompasses all three categories within the brand portfolio, including:
“Babi Mild will continue its proactive marketing and communication initiatives across both offline and online channels including upcoming brand activation related to EQ development such as articles by doctors and tests on Babi Mild website, how-to EQ childbearing discussion led by key opinion-leading moms, events in the hospitals, etc. until the end of the year to promote widespread awareness of this new campaign while reinforcing the brand’s image and highlighting Babi Mild's exceptional qualities as the premier choice for babies,” concluded Ms. Suthipa.
