Standing out in a
crowded market

Babyganics offers a full line of organic, plant-based household and personal care products that are safe for babies and parents alike.


Amidst a rapidly evolving market of “better for you” products, Babyganics needed to solidify its product standards and ingredient branding position. Babyganics sought to better understand how competitors were talking about their products in order to develop a unique brand strategy and messaging.


  • In the natural/safe/wellness space, it is difficult for any brand to truly “own” a term or a message.
  • When it comes to baby products, and natural/organic baby products in particular, credibility is everything, and transparency is the key to credibility. Discovery of “hidden” or mislabeled ingredients that don’t live up to the brand promise can destroy consumer trust very quickly.
  • Using hero ingredients and/or certifications from third party organizations is a powerful way for natural/organic brands to build credibility with their audiences.

Action/Capabilities Provided

  • Market Analysis
  • Competitor Analysis
  • Ingredient Brand Strategy & Messaging


As a result of its work with PUBLIQ, Babyganics was able to  own the idea of “safe for babies” by infusing the concept of safety throughout its messaging. By honing in on its key differentiator, Babyganics strengthened its position in the market, which ultimately led to its purchase by S.C. Johnson in July of 2016.