Putting the "Mom" Back in Momhood
The formula category, just as the overall category composed of baby care products and known as baby, had taken to cutesy visuals of babies swaddled in microfleeces of butter yellows, pale sky blues, and minty greens with nary a mom in sight. But with complex and independent Gen X and Millennials, mom is part of an overall whole. Putting the focus on the experience of the emerging modern mom would uniquely position the brand with a bold and authentic perspective.
