Aquaphor unveils new Sensitive Lotion for infant skincare
Aquaphor is positioning the new lotion as a fast‑absorbing, non‑greasy formula designed to nourish infants’ delicate, sensitive skin while supporting daily bonding rituals through touch.
GERMANY – Aquaphor, an over-the-counter (OTC) skin care ointment brand manufactured by Beiersdorf, has entered the baby lotion market with the launch of Aquaphor Baby Sensitive Lotion, its first dedicated baby‑care body lotion.
The lotion’s composition is built around Provitamin B5 and Ceramide NP to help strengthen the skin’s moisture barrier, combined with glycerin for nourishing hydration and hyaluronic acid to provide additional moisture support, creating a comprehensive approach to baby skin care.
The brand emphasizes that the formula is hypoallergenic, free of fragrance, parabens, and dyes, and has earned the National Eczema Association (NEA) Seal of Acceptance, elements that are intended to appeal to parents concerned about irritation, eczema, and overall skin‑barrier integrity.
A national survey of 1,016 parents and caregivers of children aged 24 months and younger revealed a “bonding gap” as babies age, with skin‑to‑skin contact becoming less frequent over time despite parents continuing to see its benefits.
The study found that 95% of parents say skin‑to‑skin time has positively contributed to their bond with their baby, while 94% report that the practice has positively influenced their baby’s emotional development and also given them a sense of calm during or after these moments.
In the newborn period (0–3 months), 84% of parents practice dedicated skin‑to‑skin time at least once a day, with 68% doing so multiple times; this drops to 75% and 57%, respectively, for babies 4 months and older.
The research also shows 78% of parents feel there are fewer opportunities for skin‑to‑skin contact as their baby grows, with 64% citing busy schedules as the main barrier.
Among parents of non‑newborns (4+ months) who still keep up skin‑to‑skin time, 96% say it strengthens their bond with their baby, 94% report better sleep, and 93% see positive effects on physical development, figures higher than those reported by newborn parents.
Underpinning the launch, Aquaphor cites broader research indicating that roughly 72% of parents report skincare concerns for their babies, such as dry or sensitive skin, highlighting the perceived need for products specifically tailored to the unique needs of infant skin.
The launch not only expands Aquaphor’s pediatric‑care portfolio but also reflects a growing trend in which dermatologist‑backed brands are shifting from treatment‑focused ointments toward everyday baby lotions that double as emotional, ritual‑driven touchpoints between caregivers and infants.
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