Growing health concerns, fears of canceling popular celebrations of pregnancy milestones like baby showers, and limiting the number of visitors to maternity wards are driving many pregnant women to want more care from brands than ‘they argue. Overwhelming feelings of uncertainty lead expectant mothers to seek ways to exercise, stay active, and de-stress with comfort and self-care.
From clothing to beauty, major consumer brands including Every Mother, FitTrack, Nike, and The Honest Company have recently launched new products and campaigns aimed at connecting with the ever-changing needs and values of expectant mothers during the COVID-19.
FitTrack launches new smart maternity scale for expectant mothers
In August, health and fitness tech brand FitTrack launched a new product specifically designed for expectant mothers. Marketing for the needs of pregnant women, FitTrack Beebo is an accurate smart scale designed for pregnant women to easily track details of their health and body during pregnancy. The FitTrack Smart Maternity Scale can help women assess aspects of their health journey from pregnancy to postpartum.
In a press release, FitTrack Founder and CEO Jeffery Lee Sawyer said, “We are delighted to offer a unique, precise and truly reliable smart scale, suitable for pregnant women at a time when their health – and that. of their baby – is more important than ever. Beebo is made for Moms, by Moms, because we want to make sure we bring them smart technology they can count on, every step of their pregnancy and beyond. To promote the new fitness scale designed for pregnant women, FitTrack added more content aimed at expectant mothers to its Facebook and Instagram pages.
Nike Markets To Expecting Moms & Furthers Inclusivity Initiative with the launch of “ Nike M ”
Nike has worked diligently to meet the needs of female athletes. Earlier this month, in an effort to expand its inclusiveness initiative, Nike announced the launch of its latest product line, Nike M, a collection of products designed for pregnant women. In a press release, Nike said, “Motherhood should be the start of a new stage – not a stop – in a woman’s athletic journey.” Nike has been working on the Nike M line for three years, during which the footwear giant examined data from more than 150,000 body scans of pregnant women and conducted interviews with 30 pregnant athletes and mothers about their clothing needs before and after childbirth.
From pregnancy to motherhood, Nike aims to build lasting relationships with consumers and maintain brand loyalty at all stages of the life of its audience. Carmen Zolman, senior design director at Nike, said SHE magazine, “We have noticed that many women have hacked their Nike clothes to make them work longer throughout their pregnancy. We wanted to bring all the power of Nike sports science to motherhood and really listen, learn and innovate for it at this stage of motherhood. “
Beauty and personal care brands target expectant mothers with new product launches
While the beauty industry often promotes the ideas of perfection and presentation, the beauty industry does not always meet the needs of a diverse audience, including pregnant consumers. The Honest Company and Clarins launched products in 2020 designed specifically to meet the needs of expectant mothers. In January, Jessica Alba’s The Honest Company announced their new collection for pregnant consumers, Honest Mama. Marketing its product line as offering “personal care for the bump and beyond”, the new Honest Mama collection includes items such as bump care kits, body butter, body oil and salt. soaking. Like all Honest products, the items in the Honest Mama collection are marketed as safe wellness products that provide future mothers with clear information.
The Clarins beauty center launched its new stretch mark cream, Body Parter, in March, highlighting the product’s “mom-friendly formula”. The Clarins brand website offers a page dedicated to motherhood focused on “beauty at each stage of motherhood”. From essential pregnancy products to beauty advice for expectant mothers, Clarins offers content on topics ranging from stretch marks and unexpected body changes to exhaustion and postpartum skin care.
Every mom expands her app platform for a growing audience
While many gyms and fitness centers were closed for months in 2020, pregnant consumers have sought alternatives, often from fitness apps, to meet their workout needs. Founded by personal trainer Leah Keller, Every Mother has announced that it will use $ 1.5 million to expand its fitness streaming platform designed for prenatal and postnatal care and wellness. The extension should help Every Mother meet the demand from users of the app. While the Every Mother fitness app was already profitable at the start of 2020, COVID-19 has further accelerated its growth. Each mom saw new listings on her platform increase by 50% in April. With 37,000 Instagram followers, Every Mother constantly connects with her audience, sharing testimonials, workout tips and premium content, like live Q&A sessions with fitness experts.
Brands must meet the ever-changing needs of consumers to retain future mothers after pregnancy
The battle for customer loyalty is fierce. As more and more consumers head online for their shopping needs, it has become even easier to quickly compare product availability, delivery expectations, and prices across brands and prices. ‘one product to another. To retain customers, brands need to differentiate themselves and authentically connect with their audience, even though their audience’s behaviors may change.
While there are some products that women will only use during pregnancy, marketers have the opportunity to connect with pregnant women and build lasting relationships that extend beyond the day of pregnancy. birth of the baby. Understanding the changing needs of female consumers as they transition to pregnancy and motherhood is essential for brands looking to nurture meaningful connections with key audiences.
COVID-19 has brought to light new concerns that have caused many consumers to shift their priorities to reflect a new focus on health, wellness and fitness. By meeting the needs of pregnant women, brands like Nike, FitTrack, Clarins and The Honest Company are positioning themselves for long-term relationships with a larger segment of consumers.
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