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NEW YORK -- ...Indeed, convenience and ease of use are two of the primary concerns most parents have when purchasing infant care items.
...In addition, parents are increasingly anxious about subjecting their infants to artificial additives. This interest has fostered a growing demand for natural items in many infant care products.
"Parents are more pressed for time now," points out NaturaSales LLC vice president of sales Mark Paine, whose company markets baby powders, gels and other products that eschew synthetic ingredients. "While parents may be easily satisfied with the products that they use on themselves, they become more concerned when these same items are used on their children."
In response to these trends, several manufacturers have offered innovative products that include natural ingredients. NaturaSales, for example, features oat starch and witch hazel in its baby powder under the Trusted Care brand.
"The talcum in many powders is so fine that often it can fly into a baby's nostrils, and that is not good," explains Paine. "Oat starch is much thicker than talcum and also soothes skin and reduces skin inflammation. Witch hazel is a natural drying ingredient. A mother massages the product into the baby's skin, and in 30 seconds the liquid turns into a powder."
Mass Market Retailers
November 1, 1999
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