Combine motherhood and a career in the beauty industry and what do you get? In this case, new a personal care brand for kids called Babo Botanicals.
The eight-item hair, scalp and body line, which targets infants to eight-year-olds, was founded by Kate Solomon, who spent more than eight years as an executive in hair care product development, including six years at L’Oréal, where she worked at Kérastase and Redken. Her career also has included stints at LVMH Moët Hennessy Louis Vuitton and Avon.
“I felt like there was a need for a kids’ professional line of hair care,” she said, noting that development of the line began in 2008, when she had just had her first child. (The brand is named after Babo the Bunny, her son Rush’s white, plush toy rabbit, and packaging features a white-rabbit graphic.) Discussing the inspiration for the line, Solomon contended: “There was no one addressing natural products for our kids. I saw a gaping hole in the market.”
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In addition to being carried on the brand’s Web site, Babo is slated to reach 100 Ulta locations by March 15. Solomon, who also said she is “focusing on high-end adult salons,” added she would like to see the line in 50 salons and 50 independent boutiques within the first year.
While the line targets kids, “I’m using the products and a lot of mothers are, too,” said Solomon, who added: “Around the age of eight, mothers don’t have that inclination to buy baby products for their children. They’ll start buying adult products.”
The Babo line is grouped into four, color-coded duos, called Berry Primrose (pink), Oatmilk Calendula (yellow), Rosemary Tea Tree (blue) and Cucumber Aloe Vera (green).
The items use botanical ingredients and are produced at an organic farm in Upstate New York. The ingredients, which are formulated into a proprietary, 100 percent plant-based blend called Nutri-Soothe, are certified organic by Quality Assurance International.
The Nutri-Soothe blend features vitamins A, C and D for protection and moisturization. It also includes antioxidant and anti-inflammatory extracts of chamomile, calendula, kudzu and watercress, which are used to protect against environmental pollutants and to nourish and comfort skin. Products contain omega-rich flaxseed protein and are free of sulfates, formaldehyde, parabens, phthalates, synthetic fragrances and colors, nut oils, dairy and soy.
The Berry Primrose duo consists of Smooth Detangling Shampoo and Instantly Smooth Detangler spray. Both items are priced at $16 for 8 oz. They have a berry scent, employ evening primrose oil for its anti-inflammatory properties and are designed to eliminate frizz, calm flyaways and prevent static.
“Nobody was doing that in the baby market,” Solomon said, referring to the antifrizz claim.
The Oatmilk Calendula duo comprises Moisturizing Baby Shampoo & Wash ($16 for 8 oz.) and Moisturizing Baby Lotion ($16.50 for 8 oz.). The shampoo and wash contains oat milk and calendula oil to help comfort and soothe skin suffering from eczema, dry patches and irritation. The lotion contains colloidal oatmeal, also to soothe eczema, and calendula and shea butter to moisturize and soften skin. Both items are scented with notes of vanilla and tonka bean.
The pair of Rosemary Tea Tree products comprises Lice Repel Shampoo and Lice Repel Conditioning Spray. Both come in 8-oz. bottles, for $18 each, and feature a rosemary lemon tea tree fragrance. Clinical studies indicate the shampoo, which features rosemary and tea tree and mint oils, and the spray are 95 percent effective at repelling lice.
Cucumber Aloe Vera features Clean Sport Shampoo & Wash and UV Sport Conditioning Spray. Both products are priced at $16 for 8 oz., are infused with aloe vera and cucumber to prevent hair and skin dryness and have an aloe apple scent. The shampoo and wash uses corn-derived chelator to remove chlorine, salt, environmental pollutants and grime, while the spray has wild pansy to filter UV rays and conditioners to combat UV damage and dryness.
Promotion of the line will be social media driven, according to Solomon, including efforts on Facebook, Twitter and blogs. (Solomon has her own blog on babobotanicals.com, which delves into matters such as ingredient legislation.) “Twenty percent of the online population [is] mothers,” she said. “Viral marketing is the best way to reach [them].”
Industry sources estimate Babo could ring up first-year retail sales volume of $500,000.