This year, Baby Magic took a leap by giving a major packaging and formulation makeover to its beloved products that have been on shelves for more than 65 years. With more than 130 million women becoming new parents each year, the brand understood that the ever-growing needs of moms and dads are constantly changing.

We recognized that it was time to evolve the brand and products to meet the needs of this new generation looking for baby care that is gentle and infused with skin-loving ingredients.

But, as an iconic legacy brand known for generationally-loved baby skin care with nostalgic scents – how could Baby Magic update its line to fit the needs of new parents, while still keeping millions of lifelong fans loyal to the brand?

To find the perfect balance between tradition and innovation, the brand turned to consumer insights reaching out to its generationally-diverse consumer base from both sides of the spectrum – new users and loyalists – and asked them to provide feedback about updated logo, package, and what was important to them overall.

The result?

Baby Magic designed its new product lineup with everything nurturers would love –the celebrated scents, new wholesome ingredients and updating products with a whimsical new look featuring the brand’s first ever mascot – the Baby Magic bunny – and keeping out everything they don’t, like sulfates, mineral oil, dyes, parabens, phthalates, talc and lanolin.

Baby Magic put thought into the packaging of the products, taking into consideration the colored bottles and the classic, well-known bottle shape. We also wanted to create an immediate connection with the parent when they used the product with their child so we changed the feel of the bottle creating a softer touch.

See the photo above for the new packaging -- and click to the next photo, featuring a "before & after" of the bottle.

Then we carried this soft touch onto the label for a seamless transition. Instead of changing the iconic shape of the bottle, we chose to soften and modernize the color. We also removed the embossed logo keeping with simplicity and cleanliness of the package. Since the color of the lotion was white it made sense to showcase the product in a natural bottle to showoff free of any dyes. The new bottles are 100% recyclable – made out of HDPE.

Modernizing packaging with better marketing callouts, simplifying formulas and adding key botanical ingredients that new parents are on the hunt for, while staying true to our nostalgic scents and quality products that current parents (and grandparents) have relied on, was the way to bridge the gap between our legacy and the new frontier.

What’s New

Baby Magic’s 2019 lineup features a comprehensive collection of baby skincare items under the umbrella of three standout scents – Original Baby, Sweet Buttercup and Lavender Lullaby.

For normal to dry skin, the Original Baby line will feature the same nostalgic baby scent parents have loved for generations, with standout ingredients like Camellia Oil and Marshmallow Root to hydrate and soothe skin.

The Sweet Buttercup collection is formulated for a gentler touch and infused with ingredients like Calendula Oil, Coconut Oil and Shea Butter to gently nourish and hydrate baby’s skin.

To help lull little ones to sleep, the Lavender Lullaby line features aromatic scents and sleep time favorites like Lavender and Chamomile for sweet dreams and a shorter bedtime routine, plus Aloe to help replenish skin’s moisture barrier overnight.

The brand is rolling out innovative new treatment items including a first-of-its-kind Hydrogel Multi-Purpose Patch that cools and soothes skin suffering from ailments like dryness, sunburn, fever and more. Also great for nursing moms to provide an instant cooling relief for tender breasts.

Additional treatment items being launched this spring include a collection of wipes – 99 percent water and plant-based 3-in-1 Wipes for face, hands and body and two types of pH-balanced Cleansing Wipes (Sensitive and Lightly Scented with Original Baby Scent) enriched with Chamomile and Aloe.

This summer, Baby Magic will roll out two more products – an A&E Diaper Rash Ointment and Mineral Sunscreen with SPF 50.

Even with the exciting changes, Baby Magic is confident it can still carry on its legacy as a brand whose products will be passed down from generation to generation, offering grandparents, parents and babies what they love the most – quality care and soothing scents. The new offerings and updated look and feel will also welcome a new generation of parents and babies to the Baby Magic family, while still holding true to the core values of tradition that the brand is so proudly steeped in.