Motherhood is a magical journey, full of discoveries and transformations for both mothers and children. Among the challenges of this period is creating bonds, a process that is not always simple. That is why, with the motto “Each Care Connects”, the first Pampers Care Line in the world, developed in Brazil by Boticario Grouphas just launched a campaign to reinforce the importance of care in building connections in the early moments of a baby’s life.
A survey by the British foundation Parent-Infant revealed that 7 in 10 women do not have access to guidance that helps increase the emotional connection with their children. To fill this gap, the campaign by Pampers It is part of a 360º strategy that includes informative and awareness-raising actions for families who are welcoming a new member.
Actress Claudia Raia, who surprised the public by becoming a mother again at the age of 55, is one of the protagonists in the brand’s communication, and shares her experiences and challenges with her son Luca in content and podcasts, offering a realistic view of motherhood. In the new phase of the campaign, influencer Shantal Verdelho, who has just given birth to her third child, Giuseppe, also participates, sharing her experiences of emotional connection through daily care.
Pampers is also launching a new feature for the virtual assistant Alexa, providing a skill exclusive with tips and content on childcare. In addition, an online portal of the Pampers Care Line will offer useful advice to parents, especially during the first thousand days of the baby’s life, ensuring continuous support for the family.
“A study conducted by the University of Montreal in Canada, authored by researcher Johannes Frasnelli, indicates that smells are part of a chemical relationship and can develop a strong bond between mother and child. Based on the power of olfactory memory, a great strength for Grupo Boticário, we developed a line of products with a very pleasant and light fragrance, to enhance the natural smell of each baby, making this aroma truly unique and unforgettable, further fostering memories of early childhood and enhancing the care routine, which helps to build bonds and connections that will guide this relationship throughout life”, explains Marcela De Masi, Executive Director of Branding and Communications at Grupo Boticário.
The campaign film, created by the agency Publicis Brazildelves into the world of motherhood. A mother, initially apprehensive, finds safety and joy in the bath ritual with her baby using products from the Pampers Care Line. The final message is clear: Pampers provides care and safety from day one, facilitating the creation of emotional bonds.
The first Pampers Care Line, the result of a partnership between Grupo Boticário and P&G, includes 13 products formulated with up to 98% ingredients of natural origin. Hypoallergenic and safe for sensitive skin, the products are trusted and recommended by pediatricians and dermatologists, ensuring the best for babies at every stage of motherhood.
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