Jiaying Bao
Monash University
Gitanjali Bedi
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The creation concept of AROMABABY® is based on innovation. According to the founder of AROMABABY®, Catherine Cervasio (2019, July 19), she has the background of developing products in her previous work. Since she was concerned that most of the baby skincare products on the market contain chemical ingredients that would potentially trigger skin health problems, as a mother of two children, she began researching to replace chemicals with natural and organic ingredients for her desire to provide natural products to her babies.
The creation concept of AROMABABY® is based on innovation. According to the founder of AROMABABY®, Catherine Cervasio (2019, July 19), she has the background of developing products in her previous work. Since she was concerned that most of the baby skincare products on the market contain chemical ingredients that would potentially trigger skin health problems, as a mother of two children, she began researching to replace chemicals with natural and organic ingredients for her desire to provide natural products to her babies. Through a lot of research, Catherine has combined the basic formula with Neonatal research, which is research of newborn baby care, trying to find more safe ingredients that have been successfully used on babies and leaving out the harmful ingredients that are not friendly for sensitive skin. The world's first skincare brand for baby and maternity that has been certified by scientific research was created.
In the absence of these natural and therapeutic products, parents have no choice but to choose conventional medicines when babies suffer eczema or allergies. However, the frequent use of medicines containing chemicals will inevitably reduce the skin immunity and resistance of the babies. Therefore, AROMABABY® aims to provide parents with a gentler choice than conventional medicines. Despite the growing number of brands with similar organic products, as a leading model, AROMABABY® has pioneered the use of certified organic and natural plant essential oils over the past twenty years.
AROMABABY® is not only found to provide natural and gentle products but also to spread the positive power of baby massage. While Catherine traveled to other countries, she observed an emerging trend in the marketplace outside of Australia called Aromatherapy, which is physiotherapy using natural essential oils. After being inspired by this trend, Catherine began to explore how to combine the principles of Aromatherapy with organic baby skincare, thus creating a professional and unique baby care brand – AROMABABY®.
Catherine observed that in Asia, many babies are looked after by their grandparents or nannies due to the busy work of parents. It might lead to a lack of interaction between babies and their parents. Therefore, Catherine encourages parents to use the benefits of massage to build a connection with babies and improve their skin health at the same time.
The creation of AROMABABY® has opened up a new category in the skin care industry. As a role model, the brand offers a range of products for new mothers and babies that contain a more moisturizing and natural formula, which is just one of the positive impacts of the business. AROMABABY® takes skin management and daily care of babies as important and develops products with different natural ingredients for different stages of baby growth. Besides, Catherine is a professionally trained infant massage instructor who is actively communicating and advocating the positive power of baby massage. After 25 years of development and dedication, AROMABABY® has successfully marketed in maternal and child facilities and hospitals in overseas markets such as Hong Kong, China, South Korea, and the United States.
AROMABABY® benefits its business with innovations in its reliable formula, professional and healthy baby care and environmentally friendly baby products. Catherine regularly travels to China to provide massage teaching, which expands the customer base, increases brand awareness overseas and brings potential benefits to the business.
The founding idea of AROMABABY® is affecting an increasing number of parents. Encouraging customers and bringing positive impacts to them will benefit a business’s sustainable development and profitability.
Starting with the idea of providing healthy skincare to two of her children, Catherine has innovated a range of organic skincare, natural pregnancy and mother care, baby massage, and baby gift sets. AROMABABY® gives healthy and natural protection to all aspects of the growth of the baby. According to Catherine (2019, July 19), the business does not have a specific programme on the environment, but they do adopt some policies to align with SDGs, such as the use of recyclable plastics and recyclable print paper, and avoid using outside cardboard boxes. Although the footprints are small, the potential impact will be large when the business scales up.
Additionally, Catherine shares her knowledge about caring from the business level to personal care consumption level through the media. As a leading brand of organic skincare, Catherine’s successful entrepreneurship and AROMABABY®’s development have influenced other mothers who seek to have innovative careers, and brings a positive impact for sustainable cities and community.
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Catherine Cervasio, Ms
AROMABABY® is the first Australian-made baby skincare brand in the world that has been scientifically researched using natural, pure and organic ingredients. The founder not only aims to sell products but also provides a more effective and safer way for the parents to take care of their babies. AROMABABY® rejects the use of chemicals, animal ingredients and any other irritating ingredients that may potentially cause allergies to achieve sustainable development.