Aligning Product Strategy with Customer Feature Requests in the Baby Skincare Market

Aligning Product Strategy with Customer Feature Requests in the Baby Skincare Market
Akanksha Sharma, Co-Founder and CEO, CITTA | Aligning Product Strategy with Customer Feature Requests in the Baby Skincare Market
This article has been contributed by Akanksha Sharma, Co-Founder and CEO, CITTA.

When it comes to baby skincare products, parents are increasingly mindful of the ingredients used and the overall effectiveness of the products they choose for their little ones. As a result, brands in the baby skincare market must continuously strive to align their product strategies with customer feature requests. By understanding and responding to customer needs and preferences, brands are trying to meet market demands while building strong brand loyalty among parents. While exploring the importance of aligning product strategy with customer feature requests in the baby skincare market, Akanksha understood that actively listening to your customers is the first step.

Gathering Customer Feedback

Companies should encourage feedback from parents, whether through surveys, social media platforms, or customer support channels. By gathering this valuable information, brands can gain insights into the specific features and improvements parents desire in their baby skincare products. These feature requests can range from natural, mild ingredients to safe, tested, and harsh chemical-free formulations, gentle, allergen-free fragrances, or even packaging considerations such as easy-to-use dispensers like a foaming baby wash or shampoo or eco-friendly materials.

Evaluating and Prioritizing Feature Requests

Once customer feature requests have been identified, brands need to evaluate their feasibility and impact on the overall product strategy. This involves considering factors such as manufacturing capabilities, cost implications, regulatory compliance, and potential market demand. While it may not be possible to accommodate every customer request, understanding the priorities and preferences of the target market allows companies to prioritize features that align with their brand values and customer expectations.

Innovation and Product Development

Another crucial aspect of aligning product strategy with customer feature requests is innovation. Brands should constantly seek ways to improve their products and introduce new features that address the specific needs of parents and their babies. This can involve collaborating with experts in pediatric dermatology or conducting research and development to create breakthrough formulations. For example, a baby’s dry skin is a common concern, but finding effective solutions can be a challenge. Traditional lotions and creams often fall short, as a baby's skin is much thinner and more delicate than that of adults.

To understand this issue, we conducted extensive research to uncover the underlying cause of a baby’s dry skin. We figured out that the high water content in lotions and creams contributes to the problem, as it can lead to further dryness. So parents are looking for a long-lasting baby moisturizer that is gentle on sensitive skin. As a brand, we invested in creating a breakthrough solution: a moisturizing baby balm with soothing and nourishing natural ingredients specifically designed for the baby's delicate skin and to fight dryness.

Effective Communication

In addition to innovation, effective communication is key to aligning product strategy with customer feature requests. Brands should transparently communicate their product improvements and updates to their customer base. This can be done through various channels, such as social media, email newsletters, or participating in events. By keeping parents informed about the ingredients and enhancements made to baby skincare products, brands can not only build trust but also demonstrate their commitment to meeting customer needs.

Product Offerings and Customer Preferences

For instance, players in this premium category offer natural, gentle, and mild products that include moisturizing baby balm, foaming baby wash and shampoo, talc-free natural powder, and massage oil with their unique formulations of natural oils. They are also offering products that have multiple benefits. The prevalence of allergies in children is increasing the need for natural baby skincare products. Products like a moisturizing baby balm, which has the goodness of natural ingredients like shea butter and natural oils, can not only help with baby’s skin moisturization but also protect the skin from infections and allergies due to its anti-microbial properties.

Baby skincare product purchases are heavily influenced by the product’s formulation, benefits, suitability for a baby’s skin and health, ease of use, and value for money. Beyond the apparent necessity of the best packaging to safeguard formulas with few or no preservatives, consumers are always searching for practical solutions.

Leveraging Customer Feedback for Continuous Improvement

So, brands should leverage customer feedback to continuously iterate and refine their product strategy. Regularly reviewing and analyzing customer feature requests and feedback can provide valuable insights into emerging trends and changing preferences. By monitoring the market closely, brands can stay ahead of the competition and proactively address any gaps in their product offerings. This agility in adapting to customer demands is essential in an ever-evolving baby skincare market.


Aligning product strategy with customer feature requests is crucial in the baby skincare market. By actively listening to customers, evaluating the feasibility of feature requests, embracing innovation, communicating effectively, and iterating based on customer feedback, brands can create products that meet the specific needs and preferences of parents. In doing so, they can establish a strong foothold in the market, build brand loyalty, and ultimately contribute to the well-being and happiness of babies and their families.

CITTa Baby Care Products - Founders | Business Model
CITTA is babycare products brand owned by the Lexicon Group. Read the startup story of CITTA, founders, business model, marketing, and more.

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