Sangita Forth is method's Baby + Kid Brand Director, and she has this great interview over on The Cradle:"Method is known for their stylish, biodegradable cleaning products that not only are good for the earth – they also look good out on your counter!
Now gearing up for the launch of their baby personal care line in mid-April, The Cradle caught up with Sangita Forth, method’s Baby Brand Director, to learn more.
The Cradle: What kind of baby products will method offer?
Sangita: method is launching a line of eco-chic baby and kid personal care products for moms who want style and substance every day. All of our formulas are 95+% natural and are beautifully packaged to fit into a healthy, modern lifestyle. The baby collection includes a hair and body wash, diaper cream, bubbly bath and body lotion, and the kids’ collection includes a 3-in-1 shampoo and conditioner as well as a body wash in two different fragrances, fuzzy peach and crisp apple.
The Cradle: What makes these products earth-friendly?
Sangita: We were very mindful of the ingredient selection in our formulas as we wanted to make our formulas as simple, clean, and safe as possible. They are at least 95% natural, meaning that these ingredients come from natural resources and are free of parabens, pthalates, SLS, and SLES. They are also biodegradable and never tested on animals. Plus, all of our packages are recyclable.
The Cradle: Being that method is known for their stylized packaging, what look should we expect with the baby care products?
Sangita: We saw design as a huge opportunity in the baby personal care category and were focused on designing products for the adult sensibility that are simple, sophisticated, and appealing to both parent and baby.
Our baby design is inspired by the egg because it represents nature, simplicity, and purity – elements that we wanted to include in our design. Our baby hair and body wash is probably the most “innovative” in that Josh Handy (the package designer) incorporated a wash cup into the bottle design. Most parents have a big plastic cup in the bath to rinse their kids and it usually stays in the tub. Our wash cup can be stored back on the bottle after use. Our products also deliver one-handed functionality as parents typically only have one hand free to bathe their kids.
Our kids’ washes and baby bubble bath (all in the cute otter package) is bottom dispensing with a unique valve that allows parents to simply squeeze the bottle without having to tilt the bottle or replace the cap.
The Cradle: Tell us about your role in helping to develop the baby care line.
Sangita: We work in cross-functional teams, called "pods," at method where each function lead drives the development of the baby collection as it relates to their functional area.
My role is to identify the opportunity, drive the strategy, and ensure that the final product not only delivers on that strategy and method’s core pillars but that we are delivering products that will delight our existing advocates and draw new advocates to the brand.
The Cradle: Why should consumers buy method’s baby products as opposed to the multitude of choices out there on the market? What makes you stand out from the crowd?
Sangita: We are the only brand that delivers premium, 95+% natural products that are stylish (both from an aesthetic and functionality standpoint) and with fragrances that capture that newborn smell. Our products were developed by and for moms who wanted to create a product that is completely safe to use on a baby’s delicate skin, offers superior performance, and looks and smells great – all in one package."
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