Godrej Consumer Products forays into baby care category

Godrej Consumer Products Limited (GCPL), a leading emerging markets company, has forayed into the baby care category by launching goodnessme, a premium range of certified products made from organic ingredients and zero toxins for sensitive baby skin. Meant for little ones between 0-2 years, goodness me offers a range of personal care and home care products for babies. The skin care products from the brand are certified organic by ECOCERT (France), according to the COSMOS-standard, one of the highest possible certifications on organic products renowned the world over. The range includes a variety of products in multiple SKU’s like certified organic baby soap; certified organic baby oil; certified organic baby lotion; certified organic multipurpose baby cream; certified organic baby head-to-toe wash, and so on.

The outermost layer of baby’s skin is 30% thinner than that of adults. Hence, it is super sensitive and permeable. That is why it is necessary to choose products which are made from pure ingredients and are extremely safe. Organic, as we know, is the purest form of nature. And zero toxins ensure the products are super safe to use. And here is where goodnessme comes in, with a range of certified products made from organic ingredients and zero toxins for sensitive baby skin.

Given the sensitivity around baby skin, goodnessme products have been formulated keeping harmful chemicals as far away as possible. The range has taken over 3 years of research and testing to develop, with ingredients having been sourced from all around the world. The baby skin care range is Certified COSMOS Organic by ECOCERT, France – one of the world’s largest organic certification organisations. The certification can only be achieved after passing through stringent compliance processes including raw material testing, formulation approvals, even annual factory audits, including banning more than 1300 ingredients deemed not fit for use for baby products as per European standards. It’s no surprise, then, that the products don’t include any toxins, parabens, petroleum, phthalates, synthetic fragrance, mineral oil, or silicones, ensuring 100% transparency and re-establishing the promise of purity.

This is especially important today as products available in the market that claim to be natural may not be 100% safe (product makers could include only 0.01% ingredients that are ‘natural’ to be able to market it as such). This could mean that these so-called ‘natural’ products may still contain harmful preservatives and chemicals or include toxic ingredients grown using pesticides. Certified organic products are made of ingredients that have been grown without any harmful chemicals, synthetic pesticides, or fertilisers – just how Mother Nature intended.

goodnessme products also go through rigorous testing outside of the European standards and are hypoallergenic, dermatologically tested, paediatrician certified, vegan and cruelty-free, making them super mild and safe to protect the delicate skin of babies.

Commenting on this launch, Sunil Kataria, CEO - India & SAARC, Godrej Consumer Products Ltd (GCPL), said, There are baby care brands that offer safe, no toxins, natural approach, but none of them offer the higher order benefit of ‘organics’, a clear white space. As we foray into baby care space with goodnessme, our brand stands out from the rest. From ingredient sourcing to product formulations, to manufacturing processes, to even our product labels, the goodnessme skin care range has gone through the most rigorous certification process laid down by ECOCERT.”

He further added “The endeavour at Godrej Consumer Products Limited is to invest and build consumer brands of the future. goodnessme is part of this vision merging both premiumization and a brand meant to serve this niche new-age consumer by being e-commerce and digital first”

At the core, goodnessme has a simple mission: to make safe, effective and multipurpose skin and personal care products with organic ingredients and zero toxins for sensitive baby skin. The goodnessme organic massage oil comes with 99% organic goodness and is a super pure blend of 6 organic oils - Almond, Olive, Jojoba, Sesame, Argan and Safflower - to nourish and protect the baby’s skin. The bath range has a baby soap with the goodness of organic ingredients like chamomile, jojoba oil and olive oil, and two different certified organic head-to-toe washes, one liquid-based and the other foam-based. Both body washes are tear-free, 3-in-1 gentle cleansers that keep baby’s face, hair, and body clean and smooth. The certified organic baby lotion gives whole-day moisturization and leaves skin feeling soft and supple owing to its organic shea butter and organic aloe vera formulation. The multi-purpose baby cream is truly a wonder cream that keeps the baby’s skin protected against diaper rashes, redness, and skin inflammation. It also provides symptomatic relief from irritations such as itching and dryness.

Being a digital-first brand, goodnessme products are only available online as of now and can be purchased from the brand website (www.goodnessme.com) and across online marketplaces like Amazon, Flipkart and FirstCry.


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