For families: Aussie mum and baby care firm Lovekins repositioning as ‘lifestyle brand’

By Amanda Lim

- Last updated on GMT

Lovekins will further expand its product categories beyond its skincare base next year. [Lovekins]
Lovekins will further expand its product categories beyond its skincare base next year. [Lovekins]

Related tags Baby care mum and baby

Australian mum and baby care brand Lovekins will further expand its product categories beyond its skincare base next year as it works to reposition itself as a family lifestyle brand.

Lovekins was founded by CEO Amanda Essery that uses native Australian ingredients such as Kakadu plum in its products. Since the brand launched in 2016, it has expanded from personal care products and into baby diapers and sanitary pads.

Speaking to CosmeticsDesign-Asia,​ Essery said the company is planning to expand its product portfolio even further to align with the brand vision to evolve into a lifestyle brand.

“2019 was a pivotal moment for us when we launched baby nappies and period care. The idea is to grow Lovekins into a more ‘grown up’ brand. We are starting to emerge as a lifestyle brand growing from our trusted mother and baby care brand.”

After delays caused by the COVID-19 pandemic, the brand is gearing up to launch two more product ranges – kids and laundry – next year.

“We started with Lovekins mother and baby which is our master brand. With Lovekins women and home care, we will have a three-brand architecture that will cement Lovekins as lifestyle brand.”

At the same time, Lovekins will be looking to expand its business overseas. In addition to its home market, the company has been operating in Korea, the Middle East and China.

However, the company is planning to expand its horizons further in 2022.

At the moment, the company is preparing to enter Ireland, which it hopes will help the brand find its way into the UK and subsequently Europe.

It is also heavily focusing on the US. “The US is a large country where we definitely see opportunities. We are in the process of sourcing agents who will help find opportunities for Lovekins.”

Additionally, it is also looking to expand in South East Asia, in markets like Malaysia, Singapore, Indonesia and Vietnam to tap into the market of rising middle-class consumers.

Essery believes Lovekins stands out in the market for its focus on honouring the traditions of harvesting native Australian ingredients.

She highlighted that transparency was especially important for mothers, which are “very savvy investigators”​ that are demanding the best for their families.

“The market today is becoming very, very saturated. It’s very important to have that traceability not just with our contract manufacturers but also our suppliers. Now it’s not enough to say you have transparency – you have to show transparently where you source from.”

Focus on mental health

Aside from expansion, Lovekins will be focusing on mental health in 2022 as part of its CSR efforts.

Previously, the company has supported organisations such as Indigenous Literacy Foundation to improve child literacy and Share The Dignity to end period poverty.

Lovekins has recently begun working with the non-profit organisation Dad’s Group to focus on the mental health of dads.

Additionally, it plans to work more closely with clinics and hospitals to promote mental health and bring families closer together by sharing knowledge about skin care, pregnancy recovery as well as self-care.

“We believe you can really use oils and sensory aromas to really help connect families together when it comes to mental care. Massage is something that can help connect and bond with your child, its process that brings families together through skin,” ​said Essery.

The brand has also aligned its goals with Australia’s 2025 National Packaging Targets. It has pledged to make its packaging 100% recyclable or reusable by 2025 and use at least 50% recycled material in its packaging by 2030.

Related topics Brand Innovation Oceania Skin Care

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