Baby Magic plans major brand expansion in 2019

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COPPELL, Texas  – Baby Magic, the  iconic legacy brand known for its generationally-loved baby skin care products with nostalgic scents, is undergoing a brand evolution and its biggest expansion in more than 65 years of creating baby care solutions. Rolling out this spring, the launch includes innovative category offerings, enhanced formulations with wholesome ingredients and a new look featuring the brand’s first ever mascot – the Baby Magic bunny. With more than 130 million women becoming new parents each year, Baby Magic is primed to meet the growing needs of a new generation of parents looking for baby care that is gentle, safe and infused with skin-loving ingredients – while still delivering the quality and beloved scents that millions of lifelong brand fans rely on and love.

As a family-owned brand rooted in rich tradition since 1951, Baby Magic is embracing change and customizing its products to accommodate the everchanging needs of parents and babies. The brand designed this new product lineup with everything parents love – like their celebrated scents – and kept out everything they don’t, like sulfates, mineral oil, dyes, parabens, phthalates, talc and lanolin.

 “For decades, Baby Magic has been known as a brand whose products have been passed down from generation to generation, offering grandparents, parents and babies what they love the most – quality care and soothing scents,” said Melissa Murphy, director of marketing at Naterra International. “By ushering in new offerings and an updated look and feel to our brand this year, we hope to also welcome a new generation of parents and babies to our family, while still holding true to the core values of tradition that the brand is so proudly steeped in.”

 Baby Magic’s 2019 lineup features a comprehensive collection of baby skincare items under the umbrella of three standout scents – Original Baby, Sweet Buttercup and Lavender Lullaby. Additionally, the brand is rolling out innovative new treatment items including a first-of-its-kind Hydrogel Multi-Purpose Patch that cools and soothes skin suffering from ailments like dryness, sunburn, fever and more. For normal to dry skin, the Original Baby line will feature the same nostalgic baby scent parents have loved for generations, with standout ingredients like Camellia Oil and Marshmallow Root to hydrate and soothe skin. The Sweet Buttercup collection is formulated for a gentler touch and infused with ingredients like Calendula Oil, Coconut Oil and Shea Butter to gently nourish and hydrate baby’s skin. And finally, to help lull little ones to sleep, the Lavender Lullaby line features aromatic scents and sleep time favorites like Lavender and Chamomile for sweet dreams and a shorter bedtime routine, plus Aloe to help replenish skin’s moisture barrier overnight.

Products in each line will include:

  • Original Baby Line: Cleansing Gel, Baby Lotion, Creamy Baby Oil
  • Sweet Buttercup Line: 2-in-1 Wash, Moisturizing Lotion
  • Lavender Lullaby: Calming Bath, Calming Lotion

Additional treatment items being launched this spring include a collection of wipes – 99 percent water and plant-based 3-in-1 Wipes for face, hands and body and two types of pH-balanced Cleansing Wipes (Sensitive and Lightly Scented) enriched with Chamomile and Aloe. This summer, Baby Magic will roll out two more products – an A&E Diaper Rash Ointment and Mineral Sunscreen with SPF 50.

In support of the launch, the brand has teamed up with renowned baby comfort expert, Carolynne Harvey, author of Dream Baby Nights – as a brand ambassador. As a fan of Baby Magic and advocate of using soothing baby skin care to comfort little ones, Carolynne will be working with the brand to share her tips and tricks on how to keep babies feeling calm. Baby Magic also partnered with Carolynne to create a special Sweet Dreams in a Bag gift set, which includes brand essentials for soothing baby, as well as a free copy of her popular Dream Baby Nights e-book for parents to gain invaluable knowledge on how to get baby to sleep and to stay asleep through the night.

 To help spread the word about Baby Magic’s evolution with current brand fans and new parents everywhere, the brand will be participating in events with Carolynne Harvey ranging from unique media activations to consumer parenting expos, where moms and dads can get to know more about Baby Magic, its past and its trail-blazing future. The products are available on www.babymagic.com now,  and will be rolling out to food, drug and mass stores nationwide throughout the spring.


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